The effect of brand image and price changes on the purchase decision of cement products in the city of Palembang

International journal of social sciences

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Field Value
 
Title The effect of brand image and price changes on the purchase decision of cement products in the city of Palembang
 
Creator Ramadhan, Ahmad Faisal
Wahab, Zakaria
Shihab, Muchsin Saggaf
Widiyanti, Marlina
 
Description This study aims to determine the effect of brand image and price changes on the purchasing decisions of cement products in Palembang (study on consumers of Baturaja cement products in Palembang). The population in this study is all consumers of cement products in Palembang in 2021. With the criteria for determining the sample, the sample in this study was 150 respondents. The multiple linear regression analysis results show that brand image has a positive and significant effect on purchasing decisions for Baturaja cement products. Price changes have a positive and significant effect on purchasing decisions for Baturaja cement products. Brand image, PT Semen Baturaja (Persero), Tbk should maintain the good image of PT Semen Baturaja (Persero), Tbk among the public because its status as a state-owned company does not guarantee to be the consumer's first choice. Price changes: It is necessary to make regular price adjustments with cement competitors because the price difference is a little more expensive, so consumers will switch to products from other companies.
 
Publisher SLOAP
 
Date 2022-01-14
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Identifier https://sloap.org/journal/index.php/ijss/article/view/1837
10.21744/ijss.v5n1.1837
 
Source International journal of social sciences; Vol. 5 No. 1 (2022): Early Release Articles
2632-9409
10.21744/ijss.v5n1.2022
 
Rights Copyright (c) 2022 International journal of social sciences
http://creativecommons.org/licenses/by-nc-nd/4.0
 

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