Pengaruh Harga Dan Citra Merek Terhadap Keputusan Pembelian Nozzle Merek Disa Pada PD Andika Setia Jakarta Pusat

The Influence of Price and Brand Image on the Decision to Purchase Disa Brand Nozzles at PD Andika Setia Central Jakarta

Abstract

This study aims to determine and analyze the effect of price and brand image on purchasing decisions of Disa brand nozzles at PD Andika Setia, Central Jakarta. A quantitative survey method was applied to 61 customer respondents selected via purposive sampling. Data were analyzed using multiple linear regression analysis via SPSS version 25. The results indicate that partially, price has a positive and significant effect on purchasing decisions (t = 6.263; sig = 0.000 < 0.05), and brand image also significantly affects purchasing decisions (t = 3.560; sig = 0.001 < 0.05). Simultaneously, price and brand image have a positive and significant effect on purchasing decisions (F = 27.081; sig = 0.000 < 0.05), accounting for 95.8% of the variance (R² = 0.958), while 4.2% is explained by other factors. The company is advised to maintain competitive pricing strategies and strengthen brand reputation to foster sustained purchasing decisions.

Keywords: Price, Brand Image, Purchasing Decision, Diesel Components, DISA Nozzle