Pengaruh Brand Image, Product Price, dan Sales Promotion terhadap Purchase Decision Konsumen Produk ABC Multivitamin di Toko Watsons Indonesia pada Masa Pandemi Covid-19
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Abstract
The Covid-19 pandemic has made ABC multivitamin products much sought after by many consumers in Indonesia to maintain their immune system. Consumer’s decisions to buy ABC multivitamin products are believed to be influenced by many factors. The purpose of this study was to determine whether or not brand image, product price, and sales promotion are variables that influence consumer purchasing decisions on ABC multivitamin products at Watsons Indonesia stores. The data collection method used a closed questionnaire distributed via Google Form and analyzed using multiple linear regression. The results of this study indicate that brand image, product price, and sales promotion partially and jointly influence the purchasing decisions of ABC multivitamin consumers at Watsons Indonesia stores. Therefore, PT XYZ must improve its brand image, product price, and sales promotion so that consumer decisions to buy ABC multivitamin products at Watson Indonesia stores continue to increase.
Pandemi Covid-19 membuat produk multivitamin ABC banyak dicari oleh banyak konsumen di Indonesia untuk menjaga daya tahan tubuh. Keputusan konsumen untuk membeli produk multivitamin ABC diyakini dipengaruhi oleh banyak faktor. Tujuan dari penelitian ini adalah untuk mengetahui apakah citra merek, harga produk, dan promosi penjualan merupakan variabel yang mempengaruhi keputusan pembelian konsumen pada produk multivitamin ABC di toko Watsons Indonesia. Metode pengumpulan data menggunakan kuesioner tertutup yang disebarkan melalui Google Form dan dianalisis menggunakan regresi linier berganda. Hasil penelitian ini menunjukkan bahwa citra merek, harga produk, dan promosi penjualan secara parsial dan bersama-sama berpengaruh terhadap keputusan pembelian konsumen multivitamin ABC pada toko Watsons Indonesia. Oleh karena itu, PT XYZ harus meningkatkan citra merek, harga produk, dan promosi penjualan agar keputusan konsumen untuk membeli produk Multivitamin ABC di toko Watson Indonesia terus meningkat.
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