The Influence of Brand Image and Price on the Purchase Decision of Hannochs Brand Led Lights

(Case Study on Campaka Putra TB in Sukamaju Village, Garut Regency)

Abstract

The purpose of this study was to determine the influence of brand image and price on the purchase decision of Hannochs Brand Led Lights on Campaka Putra TB in Sukamaju Village, Garut Regency. The method used is quantitative. The sampling technique used the ancient rao formula and obtained as many as 100 respondents. Data analysis uses validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, determination coefficients and hypothesis tests. The results of brand image research have a significant effect on purchasing decisions with the regression equation Y = 3.147 + 0.897 X1 and the t test obtained tcalculate > ttable or (14.096 > 1.984). Price has a significant effect on purchasing decisions with the regression equation Y = 4.557 + 0.849 X2 and the t test obtained a calculated value of > ttable or (12.469 > 1.984). Brand image and price simultaneously have a significant effect on purchasing decisions with the regression equation Y = 1.418 + 0.599X1 + 0.350X2 with a determination of 70% and the F test obtained the value of Fcalculate > Ftable or (113.139 > 3.090).