Pengaruh Citra Merk dan Harga terhadap Keputusan Pembelian Konsumen Virgin Coconut Oil (VCO) Kalpa pada Masyarakat di Kabupaten Banyumas

Abstract

This research aims to test and analyze the influence of brand image and price on purchasing decisions for Kalpa Virgin Coconut Oil (VCO) products among people in Banyumas Regency. This research uses a quantitative approach with descriptive research methods and multiple linear regression. The respondents of this research were 83 consisting of members of the Wandani DPC Banyumas Regency and the people of Banyumas Regency who had purchased VCO Kalpa products. The prerequisite test results show that the data is normally distributed, the influence of the two independent variables on the dependent variable is linear, there are no symptoms of autocorrelation, multicollinearity and heteroscedasticity. The results of multiple linear regression analysis show an F value = 22,703 with a significance probability of 0.000. The multiple linear regression equation obtained is Y = 7.848+0.464X1+0.482X2. The support given by the brand image and price variables to the decision to purchase Kalpa VCO products among the people in Banyumas Regency was 36.2%. Partially, brand image influences purchasing decisions if price is controlled, price also has a significant influence on purchasing decisions if brand image is controlled.