The Examination of Brand Image and Price on Purchasing Decisions of ‘Sambal Bu Sandra’ Surabaya, Indonesia

Abstract

This study aims to determine:

• The influence of brand image on purchasing decisions,


• The influence of price perception on purchasing decisions

This type of research uses a quantitative approach. The study population consists of consumers who purchased 'Sambal Bu Sandra' in Surabaya. According to Hair et al. (2010: 77), the sampling technique with non-probability sampling techniques is precisely accidental sampling with the ideal and representative size of respondents, and it obtained as many as 84 respondents. The data collection technique uses questionnaires that have been tested for validity and reliability. Data analysis techniques use multiple regression. The results of simultaneous tests show that the variables of brand image and price perception have a significant effect on the purchase decision of 'Sambal Bu Sandra' in Surabaya. As for the partial test, it shows that the variability of the brand image has a positive and significant effect on purchasing decisions. Moreover, the price perception variable also has a positive and significant influence on the purchasing decision of 'Sambal Bu Sandra' in Surabaya.