Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Dettol Liquid Handwash dikota Ambon

Authors

  • Silfiena Siahainenia Universitas Pattimura, Indonesia
  • Ashwin Siahainenia Politeknik Negeri Ambon, Indonesia

Keywords:

Citra Merek, Harga, Pembelian, Dettol Liquid Handwash

Abstract

Penelitian ini bertujuan untuk menguji pengaruh citra merek dan harga terrhadap Keputusan pembelian Dettol Liquid Handwash dengan populasi adalah masyarakat kota Ambon. Jumah sampel sebanyak 103 responden dengan  menggunakan teknik purposive sampling yaitu konsumen yang pernah melakukan pembelian Dettol Liquid Handwash. Hasil penelitian menjeskan bahwa bahwa nilai t untuk citra merek adalah 1.839 dengan nilai signifikansi 0.000 lebih kecil dari 0.05 artinya citra merek berpengaruh terhadap keputusan pembelian, demikian juga  nilai t hitung sebesar 2,743 dengan nilai signifikansi sebesar 0.000 lebih kecil dari 0.05 artinya citra merek berpengaruh signifikan terhadap keputusan pembelian.

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Published

01-11-2024

How to Cite

Siahainenia, S., & Siahainenia, A. (2024). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Dettol Liquid Handwash dikota Ambon. Jurnal Pendidikan Tambusai, 8(3), 42966–42972. Retrieved from http://jptam.org/index.php/jptam/article/view/20611

Issue

Vol. 8 No. 3 (2024)

Section

Articles of Research

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