PENGARUH CITRA MEREK, PROMOSI, PERSEPSI HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Rumah Brownies Maylisa)

Abstract

This research is motivated by the continued decline in the number of consumers who buy
and consume Brownies Maylisa Semarang since 2016 till 2018. The problem in this
research is what is the factor that influence a person to consumers who buy and
consume Brownies Maylisa Semarang. This specifically refers to four variables namely
brand image, promotion, price perception and location. The purpose of this study was to
examine the influence of these four variables influence purchasing decision at Rumah
Brownies Maylisa Semarang.
The sample in this study were 96 consumers who buy and consume Brownies
Maylisa which was selected based on purposive sampling, data collection using a
questionnaires, the method used is by using multiple linier regression analysis.
The results of the analysis using the t test can be seen that the variables of brand
image, promotion, price perception dan location have a significant effect on the
decisions to consumers who buy and consume at Rumah Brownies Maylisa Semarang.
The Coefficient of Determination (R2) states that 59,4% of the purchasing decisions can
be influenced by brand image, promotion, price perception and location and the
remaining 40,6% of the purchasing decisions is influenced by others variables.