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Research Paper | Marketing | Indonesia | Volume 12 Issue 8, August 2023 | Popularity: 5.4 / 10

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The Influence of Promotion, Brand Image and Price Perception of "Nusarina" Brand Mineral Water on Purchasing Decisions using Structural Equation Modeling Methods

Dewanto Djoko Purwito, Naufal Arafah, Muhamad Rifki Maulana

Abstract: Purchasing decision is a concept in purchasing behavior where consumers decide to act or do something and in this case make purchases or take advantage of certain products or services (Balawera, 2013). Consumer decision making is basically a problem-solving process. Researchers use this purchasing decision variable because the study of purchasing decisions is still worth researching considering that the increasing number of products in circulation results in the need for various considerations for the public in making purchasing decisions. In this study, researchers took three variables, namely Promotion, Brand Image and Price Perception to become a reference for consumers to make purchasing decisions. This study aims to determine the effect of Promotion, Brand Image and Price Perception on Purchasing Decisions for the "Nusarina" brand mineral water. The sampling method used is to use the Lemeshow formula from the number of people in Wanayasa District to produce 269 respondent the data used is primary data with questionnaire techniques, hypothesis testing is carried out using multiple linear regression analysis techniques using the one-tailed test with the Analysis of moment structure version 24 application. The results showed that Promotion has a significant effect on Purchasing Decisions, while Brand Image has no effect and is not significant to Purchasing Decisions and for Price Perceptions has no negative and insignificant effect on Purchasing Decisions.

Keywords: Purchase Decision, SEM, AMOS

Edition: Volume 12 Issue 8, August 2023

Pages: 384 - 391

DOI: https://www.doi.org/10.21275/SR23731082331

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