Pengaruh Citra Merek, Harga Dan Personal Selling Terhadap Keputusan Pembelian Produk Merek

  • Ni Wayan Artini Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia
  • I Made Astrama Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia
  • Ni Wayan Wina Premayani Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia
Keywords: brand image, price, personal selling, purchase decision

Abstract

Purchasing decisions are thoughts where individuals evaluate various options and make choices on a product from the many choices. The formulation of the problem in this study is how the influence of brand image, price and personal selling on the buying decision for Oriflame brand products in Denpasar. The purpose of this study was to determine the effect of Brand Image, Price, and Personal Selling on Purchasing Decisions for Oriflame Brand Products in Denpasar City. Respondents in this study were 100 respondents. Based on the research results it can be seen that: (1) Brand image has a significant positive effect on purchasing decisions (2) Price has a significant positive effect on purchasing decisions (3) Personal selling has a significant positive effect on purchasing decisions (4) Simultaneously brand image, price, and personal selling has a significant effect on purchasing decisions. The magnitude of the influence of the variable brand image, price, and personal selling on purchasing decisions is 89.3%. Suggestions that can be given by researchers are to maintain or improve brand image, consider products with attractive prices, and increase personal selling to influence consumers. improve purchasing decisions for Oriflame brand products in Denpasar City.

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Published
2021-11-01
How to Cite
Artini, N., Astrama, I., & Premayani, N. W. (2021). Pengaruh Citra Merek, Harga Dan Personal Selling Terhadap Keputusan Pembelian Produk Merek. Widya Amrita: Jurnal Manajemen, Kewirausahaan Dan Parwisata, 1(4), 1179-1188. https://doi.org/10.32795/widyaamrita.v1i4.1420