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Punuindoong, Aneke
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Economics, Econometrics & Finance

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Pengaruh Brand Image dan Harga Terhadap Keputusan Pembelian Mobil Toyota Avanza pada PT. Hasjrat Abadi Tendean Manado Tirtaatmaja, Dais Iis; Tampi, Johny R. E.; Punuindoong, Aneke Y.
JURNAL ADMINISTRASI BISNIS (JAB) Vol 9, No 1 (2019): Jurnal Administrasi Bisnis
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/jab.9.1.2019.23704.90-95

Abstract

This research aims to determine the influence of Brand Image and Price on consumers purchasing decisions in PT. Hasjrat Abadi Tendean Manado. The population that used is all of the consumers’ of PT. Hasjrat Abadi Tendean Manado where the population size is unknown. The sample which is taken in this research is 96 respondents who had used Toyota Avanza and used the simple random sampling technique. The sample based on respondent level techniques and the data collection method with using questionnaire. The statistical analysis that used in this research in linear regression analysis with using SPSS 25 for windows. The result of this research demonstrate that the Brand Image and Price have a positive influence and have significant influence on purchasing decisions. The amounts of Brand Image and Price influence on purchasing decisions are 59,5% and 40,5% which are influenced by other variables. Based on the results of multiple linear regression analysis that the brand image and price variables have a significant and positive effect on purchasing decisions.
Pengaruh Kebudayaan, Sosial, Pribadi, dan Psikologi Terhadap Keputusan Konsumen dalam Penggunaan Grab Car pada Mahasiswa Fakultas Ilmu Sosial dan Politik Universitas Sam Ratulangi Manado Maukeno, Angel V. A. P.; Taroreh, Henny S.; Punuindoong, Aneke Y.
JURNAL ADMINISTRASI BISNIS (JAB) Vol 9, No 2 (2019): Jurnal Administrasi Bisnis
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/jab.9.2.2019.24603.46-51

Abstract

The purpose of this research is to know the existence of factors influence a company's marketing, personal, social, cultural and psychological effects are significant for consumer behaviour in the use of Grab Car. Consumer behavior is a process undertaken by someone in finding, buying, using, evaluating, and disposing of a product or service after it is consumed, the study was conducted at the Faculty of social and political sciences of the University of Sam Ratulangi Manado by taking 100 students as the respondent. Withdrawal methods used is the sample Random Sampling with data analysis using multiple regression. By using the test validity and reliability in order to test the validity of the data. The results of this research show that cultural factors, social, personal, and psychology at the same time positively and significantly to the decision of the consumer in using the Grab Car with personal factors the most dominant, and it has high determination coefficient values, or have a great contribution towards the decisions of consumers.
Co-Authors Harun, Sharas Devi Johny R. E. Tampi, Johny R. E. Madengke, Anna N. Malunsenge, Surandy Maukeno, Angel V. A. P. Poluan, Juwita Elisabeth Pusung, Rizky A. Silalahi, Irene Sinta SUMAMPOUW, HARRY J. Tamengkel, Lucky F Tamengkel, Lucky F. Taroreh, Henny S. Tawas, Indry F. N. TINNEKE TUMBEL Tirtaatmaja, Dais Iis Walangitan, Olivia F. C. William Agustinus Areros