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October 3, 2025Lokawati Jurnal Penelitian Manajemen dan Inovasi Riset

Pengaruh Promosi, Harga, dan Citra Merek Terhadap Keputusan Pembelian pada Home Industri Keripik Cap Fajar

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Authors

DTDani Agus TiningrumUSUstadus SholihinIHIing Sri Hardiningrum

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Overview

Quantitative analysis shows price and brand image significantly affect purchasing decisions, highlighting their importance.

Key Points

  • Price and brand image significantly influence purchasing decisions for Cap Fajar chips, while promotion does not.
  • A positive effect of price on purchases was shown with a significance value of 0.000, indicating its importance.
  • Brand image positively impacts consumer decisions with a significance value of 0.013, emphasizing perception of quality.
  • The simultaneous analysis reveals that all three variables together significantly affect purchasing decisions with a value of 0.001.

Cite This Study

Tiningrum et al. (2025) studied this question.

synapsesocial.com/papers/68e040e5a99c246f578b2eb9https://doi.org/10.61132/lokawati.v3i5.2138
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Also Consider

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