Pengaruh Citra Merek, Word Of Mouth, Dan Harga Terhadap Keputusan Pembelian Produk Emina Di Universitas Simalungun

Nida Shafiyyah; Rizka Praswalita; Yan Lihardo F. Saragih; Duwi Anggela

doi:10.30640/inisiatif.v2i3.1116

Authors

Nida Shafiyyah Universitas Simalungun
Rizka Praswalita Universitas Simalungun
Yan Lihardo F. Saragih Universitas Simalungun
Duwi Anggela Universitas Simalungun

DOI:

https://doi.org/10.30640/inisiatif.v2i3.1116

Keywords:

brand image, price, word of mouth

Abstract

The aim of the research is to make decision knowledge in purchasing emina products by students at Simalungun University. This study took the population at the Faculty of Economics, the sample used was 25 respondents. By using a probability sampling technique with a simple random sampling type. The results of the analysis carried out using the simultaneous test (f) concluded that brand image, word of mouth, and price have a simultaneous and significant influence on purchasing decisions. With simultaneous F results, a result of 2,157 is obtained with a level of 0.000

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