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All Journal EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) JURNAL BARUNA HORIZON Bulletin of Multi-Disciplinary Science and Applied Technology Journal of Social Science Studies (JOS3) Journal of Trends Economics and Accounting Research Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia
Seno Anjanarko, Tri
Universitas Sunan Giri Surabaya, Surabaya
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)

 1 
Keputusan Pembelian Minuman Penambah Energi Extra Joss ditinjau dari Peran Kekuatan Citra Merek dan Penetapan Harga Produk Tri Seno Anjanarko; Didit Darmawan
Journal of Business and Economics Research (JBE) Vol 4 No 1 (2023): February 2023
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v4i1.3040

Abstract

There are various types of beverage products that are traded in the market, such as mineral water, soft drinks, or energy drinks. One of the energy-boosting drink brands sold in Indonesia is Extra Joss. Extra Joss is the first energy drink in powder form in Indonesia. In its development, more and more energy-boosting drink brands emerged which became competitors to Extra Joss. Research was conducted to determine the effect of brand image and price on purchasing decision making. The object of research is construction workers who are active in projects that are taking place in the city of Surabaya. Sampling was done by means of purposive sampling. The researcher distributed 100 questionnaires, but the questionnaires returned to the researchers were 79 questionnaires which were used as the number of samples. Multiple linear regression analysis was used in this study. The finding shown is that brand image has a significant effect on the purchasing decision of Extra Joss energy drink. Apart from that, the decision to buy Extra Joss energy drink is also significantly influenced by price. Brand image and price have a significant effect on the purchasing decision of Extra Joss energy drink.
Co-Authors Arif Rachman Putra Budi Handayani Budi Handayani Dharma Setiawan Negara Didit Darmawan Didit Darmawan Didit Darmawan Eli Retnowati Ella Anastasya Sinambela Ernawati Ernawati Jahroni Jahroni Jahroni Jahroni Jahroni Jahroni Mardikaningsih, Rahayu Misbachul Munir Mochamad Shaleh Mohammad Nuril Azizi Novritsar Hasintongan Pakpahan Putra, Arif Rachman Rahayu Mardikaningsih Retnowati, Eli Ricy Ichlas Sutrisno Rommy Hardyansah Salsabila, Unik Hanifah Samsul Arifin Shohibatun Naufalia Utami Puji Lestari Vatosoa Mendrika Yayu Sriwahyuni Hamzah