The Influence Of Brand And Price On Consumer Purchase Intention Of Sunco Cooking Oil Products At Fresh Supermarket Ayahanda  Medan

Dewi Nurmasari Pane

doi:10.60076/ijeam.v1i4.862

Authors

Dewi Nurmasari Pane Universitas Pembangunan Panca Budi

DOI:

https://doi.org/10.60076/ijeam.v1i4.862

Keywords:

Brand, Price, Purchase Intention

Abstract

Cooking oil is one of the basic necessities for the Indonesian people. The problem faced by the cooking oil company is a significant decline in sales among several other cooking oil products. This research aims to determine the influence of Brand and Price on the Purchase Intention of Sunco Cooking Oil Products at Fresh Supermarket Ayahanda Medan. Data collection by distributing questionnaires/surveys to 82 respondents. The model used with Multiple Regression and processed through SPSS. The results of this study show that Brand partially has a significant effect and Price partially has a significant effect on Purchase Intention. The R Square value is 0.601 or 60.1%, which means Brand and Price account for 60.1%, and the rest is explained by other factors.

References

A. Liyono, “Pengaruh Brand Image, Electronic Word of Mouth (E-Wom) Dan Harga Terhadap Keputusan Pembelian Produk Air Minum Galon Crystalline Pada Pt. Pancaran Kasih Abadi,” J. Ekon. Manaj. dan Bisnis, vol. 3, no. 1, pp. 73–91, 2022, doi: 10.32815/jubis.v3i1.1089.

Dirwan Doni, Hartato Rianto, and D. N. Pane, “An Influence of Product Quality and Price on Consumer Purchase Interest a Low Cost Green Cars,” Int. J. Econ. Technol. Soc. Sci., vol. 3, no. 2, pp. 166–171, 2022, doi: 10.53695/injects.v3i2.734.

D. N. Pane, “Analisis Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Pembelian Teh Botol Sosro (Studi Kasus Konsumen Alfamart Cabang Ayahanda),” J. Manaj. Tools, vol. 9, no. 1, pp. 1–13, 2018.

Miftah El Fikri, R. Andika, T. Febrina, C. Pramono, and D. N. Pane, “Strategy to Enhance Purchase Decisions through Promotions and Shopping Lifestyles to Supermarkets during the Coronavirus Pandemic: A Case Study IJT Mart, Deli Serdang Regency, North Sumatera,” Saudi J. Bus. Manag. Stud., vol. 5, no. 11, pp. 530–538, 2020, doi: 10.36348/sjbms.2020.v05i11.002.

Mesra, S. Wahyuni, M. M. Sari, and D. N. Pane, “E-Commerce Sebagai Media Pemasaran Produk Industri Rumah Tangga di Desa Klambir Lima Kebun,” J. Pengabdi. Masy. Indones., vol. 1, no. 3, pp. 115–120, 2021, [Online]. Available: https://doi.org/10.52436/1.jpmi.26

D. N. Pane, M. E. Fikri, and N. Siregar, “Upaya Peningkatan Repurchase Intention Melalui Sosial Media Dan Word of Mouth Terhadap Hotel Parbaba Beach Di Daerah Pariwisata Kabupaten Samosir,” J. Manaj. Tools, vol. 12, no. 1, pp. 12–20, 2020, doi: 10.1017/CBO9781107415324.004.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, 1st ed. Bandung: Alfabeta, 2022.

M. P. Marihot Manullang, Metode Penelitian Proses Penelitian Praktis, 1st ed. Medan: Ciptapustaka Med, 2014.

D. N. Pane, M. EL Fikri, and H. M. Ritonga, “Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Rumah Makan Sidempuan Medan,” J. Manaj. Tools, vol. 9, no. 1, pp. 1–11, 2018, doi: 10.1017/CBO9781107415324.004.

M. El Fikri and H. M. Ritonga, “1. Jurnal 1 Juman VoL. 8 No. 2 Desember 2017- Kepuasan konsumen.pdf,” J. Manaj. Tools, vol. Vol. 8 No., no. Medan, pp. 87–94, 2017.