CICI WIDYA PRATIWI, NPM 2101100034 (2025) PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BABA PARFUM DENGAN MEDIA PROMOSI SEBAGAI VARIABEL INTERVENING. Tugas_Akhir(Artikel) Economics and Digital Business Review, 6 (2). pp. 1089-1120. ISSN 2774-2563(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui apakah Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Baba Parfum Dengan Media Promosi Sebagai Variabel Intervening. Jumlah sampel sebanyak 96 responden. Penelitian ini menggunakan uji outerloading, realbility, bootstraping, pengujian hipotesis dan koefisien determinasi dengan menggunakan Smart pls 4. Penelitian dilakukan untuk meneliti bagaimana variabel independent memberikan pengaruh terhadap variabel dependent dan tingkat persentasi pengaruh variabel penelitian dengan melakukan penyebaran angket penelitian kepada responden dan melakukan pengujian. Hasil penelitian menunjukkan bahwa seluruh variabel independent memberikan pengaruh terhadap variabel dependent dengan nilai seluruh t statistik > t tabeldan nilai signifikan <0,05 dengan tingkat determinasi yaitu 0,698 atau 69,80%, persamaan 2 sebesar 0,829 atau 82,90%. Kata Kunci : Brand Image, Harga, Keputusan Pembelian dan Media Promosi ================================================================================================== This study aims to determine whether the Influence of Brand Image and Price on Purchasing Decisions of Baba Parfum with Promotional Media as an Intervening Variable. The number of samples is 96 respondents. This study uses outerloading, reliability, bootstrapping, hypothesis testing and coefficient of determination using Smart pls 4. The study was conducted to examine how independent variables influence dependent variables and the percentage level of influence of research variables by distributing research questionnaires to respondents and conducting tests. The results showed that all independent variables influenced the dependent variable with all t-statistic values> t table and significant values <0.05 with a determination level of 0.698 or 69.80%, equation 2 of 0.829 or 82.90%. Keywords : Brand Image, Price, Purchasing Decisions and Promptional Media
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Brand Image, Harga, Keputusan Pembelian dan Media Promosi===============Brand Image, Price, Purchasing Decisions and Promptional Media |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 15 Oct 2025 08:57 |
| Last Modified: | 15 Oct 2025 10:00 |
| URI: | http://repository.ulb.ac.id/id/eprint/1805 |
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