PENGARUH HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KEJU KRAFT DI KOTA PALEMBANG

AGUSTIN, SHINTYA and Mavilinda, Hera Febria (2025) PENGARUH HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KEJU KRAFT DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Price is the amount of money used in a transaction to obtain goods or services. Price is one of the key factors that significantly influence consumers’ purchasing decisions. Every consumer has their own considerations regarding price when deciding to purchase a product. Generally, consumers will compare prices between one product and another to ensure that the goods they buy are worth the money spent. Therefore, companies must be able to determine appropriate pricing strategies so that their products can compete in the market, reach consumers across various segments, and still provide optimal profits for the company. In addition to pricing, companies also need to build and maintain a good brand image in the eyes of consumers. Brand image is the perception or image formed in consumers’ minds regarding a particular product brand. A strong brand image has a positive impact on consumer perceptions, enhances trust, and fosters product loyalty. A good brand image serves as a differentiator amidst intense market competition and makes products easier to recognize and remember by consumers. When consumers have a positive perception of a particular brand, they are more likely to choose that product even when there are similar products from competitors. Based on these considerations, this research aims to analyze the influence of price and brand image on purchasing decisions of Kraft cheese products in Palembang City. The results of this research are expected to provide valuable input for companies in formulating effective and targeted marketing strategies. Keyword: Price, Brand Image, Purchase Decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Harga, Brand Image, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD2350.8-2356 Large industry. Factory system. Big business H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Shintya Agustin
Date Deposited:	24 Jul 2025 03:36
Last Modified:	24 Jul 2025 03:36
URI:	http://repository.unsri.ac.id/id/eprint/179866

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