ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan harga terhadap keputusan pembelian konsumen Mixue Telang Bangkalan. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori (explanatory research). Populasi penelitian adalah konsumen Mixue Telang Bangkalan dengan sampel sebanyak 66 responden yang ditentukan menggunakan rumus Slovin melalui teknik simple random sampling. Instrumen penelitian berupa kuesioner dengan skala Likert. Data dianalisis menggunakan analisis regresi linear berganda dengan bantuan SPSS melalui uji validitas, uji reliabilitas, uji asumsi klasik, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial harga berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan citra merek tidak berpengaruh signifikan. Secara simultan, citra merek dan harga berpengaruh signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi (R²) sebesar 0,883, yang berarti 88,3% variasi keputusan pembelian dipengaruhi oleh kedua variabel tersebut, sedangkan 11,7% dipengaruhi oleh faktor lain di luar penelitian.rnrnKata kunci: citra merek, harga, keputusan pembelian, Mixue, perilaku konsumen, pemasaran.


Deskripsi Lain

AbstractrnrnThis study aims to analyze the influence of brand image and price on the purchasing decisions of consumers at Mixue Telang Bangkalan. This study employed a quantitative approach with an explanatory research design. The population consisted of consumers of Mixue Telang Bangkalan, with a sample of 66 respondents determined using the Slovin formula through a simple random sampling technique. The research instrument was a questionnaire measured using a Likert scale. The data were analyzed using multiple linear regression analysis with the assistance of IBM SPSS, including validity testing, reliability testing, classical assumption testing, t-test, F-test, and the coefficient of determination (R²). The results showed that, partially, price had a positive and significant effect on purchasing decisions, whereas brand image did not have a significant effect. Simultaneously, brand image and price had a significant effect on purchasing decisions, with a coefficient of determination (R²) of 0.883, indicating that 88.3% of the variation in purchasing decisions was explained by these two variables, while the remaining 11.7% was influenced by other factors not examined in this study.rnrnKeywords: brand image, price, purchasing decision, Mixue, consumer behavior, marketing.