KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 8 No. 4 (2022): Kalbisiana

Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Hand Sanitizer Fitso di Jakarta

Maria Palentina (Institut Teknologi dan Bisnis Kalbis)
Donant Alananto Iskandar (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
01 Dec 2022

Abstract

This study aims to determine the effect of brand image and price on purchasing decisions for Fitso hand sanitizers in Jakarta. The data collection method in this study used a questionnaire and a sample of 125 respondents in this study used a non-probability sampling method. The results of the partial test or T test show that the brand image and price on the purchase decision of Fitso's hand sanitizer are significant. This condition is indicated by the significant gain of each independent variable less than =5%. Simultaneous test results show that the effect is used as a research model together on the purchase decision of Fitso's hand sanitizer is significant. This is supported by the result of the calculated F value which is greater than the F table, which is 66,345>3.07,indicating that there is a relationship between these independent variables together with the decision to purchase Fitso's hand sanitizer.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...