PENGARUH CITRA MEREK, PERSEPSI HARGA DAN CITRA TOKO TERHADAP KEPUTUSAN PEMBELIAN PUPUK NPK MUTIARA (Studi Kasus Pada Toko Karunia Jaya Desa Randu Padangan)

Abstract

This study aims to examine and analyze the effect of brand image, price perception and store image on buying decision. Sampling technique used was sensus sampling and there are 60 respondent. Data analysis was performed using statistic with SPSS version 26. Based on the results of data analysis using the t test it is known that partially brand image has a significant effect on buying decision, price perception has no significant effect on buying decision while store image has a significant effect on buying decision. And based on the F test simultaneously brand image, price perception and store image have a significant effect on buying decision.