PENGARUH KONTEN PEMASARAN, HARGA PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MINUMAN HAUS INDONESIA

Abstract

Auni Rammeisa. 103120024. The Influence of Marketing Content, Product Price, and Brand Image on Consumer Purchasing Decisions on Indonesian Haus Drink Products.

The purpose of this research is to examine: the influence of marketing content, product price, and brand image on consumer purchasing decisions for Haus Indonesia products. The sample used in this research was 110 samples with consumer criteria, namely consumers who had purchased Haus Indonesia beverage products. The research sample was taken using a purposive sampling technique. The data analysis used in this research is descriptive analysis, classical assumption test, multiple linear regression test, research instrument test, hypothesis test using SPSS version 25 software. The results of this research are: Partially, Marketing Content has a positive and significant effect on Purchasing Decisions. Partially, product price has a positive and significant effect on purchasing decisions. Partially, Brand Image has no effect on Purchasing Decisions. Simultaneously, Marketing Content, Product Price, and Brand Image have a positive and significant effect on Purchasing Decisions.

Keywords: Marketing Content, Product Price, Brand Image, Purchase Decision