PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TEH PADA CV SINCO JAYA ABADI PEMATANGSIANTAR

The formulation of this research problem is how the influence of price and brand image on
purchase decisions at CV Sinco Jaya Abadi Pematangsiantar. The method used in this paper is
literature research and field research. The population is all consumer of CV Sinco Jaya Abadi
Pematangsiantar which amounted to 50 people. The data used are qualitative data and quantitative
data, and data collection techniques used are questionnaire method, interview method and
documentation method. Then the technique of data analysis using qualitative descriptive method and
quantitative descriptive method.
The result of this research: 1. Price, brand image and purchase decisions are already good. 2.
The result of multiple liniear regression analysis is Ŷ = 12,419 + 0,567X
1 + 0,677X
2
, it means there is
positive influence between price and brand image to purchase decision at CV Sinco Jaya Abadi
Pematangsiantar. 3. Correlation coefficients results obtained r = 0,752, which means there is a
moderately high and positive correlation influence between price and brand image with purchase
decision at CV Sinco Jaya Abadi Pematangsiantar. 4. Coefficient of determination is 0,566, meaning
that the level of consumer purchase decision of 56.6% can be explained by price and brand image. 5.
H0
test results hypothesis rejected, which means price and brand image have a positive and significant
influence on purchase decisions at CV Sinco Jaya Abadi Pematangsiantar either simultaneously or
partially.