The Effect of Price and Brand Image on Oreo Buying Interest at PT Delada Cahaya Mas Agro Gunungsitoli
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Abstract
This study aims to analyze the influence of price and brand image on consumer purchase intention of Oreo products at PT. Delada Cahaya Mas Agro Gunungsitoli. This research employed a quantitative method with an associative approach. The population consisted of all consumers who had purchased Oreo products, and a purposive sampling technique was applied to select 60 respondents. Data collection was conducted using a structured questionnaire, and the results were analyzed through classical assumption testing, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The findings reveal that price has a positive and significant effect on purchase intention (t = 2.124 > 1.986, p = 0.036 < 0.05). Similarly, brand image exerts a positive and significant influence on purchase intention (t = 7.770 > 1.986, p = 0.000 < 0.05). Simultaneously, price and brand image positively and significantly affect purchase intention (F = 61.220 > 3.09, p = 0.000). The R² value of 0.476 indicates that these variables explain 47.6% of the variance in purchase intention, while the remaining 52.4% is influenced by other factors. These results highlight the strategic importance of price setting and strengthening brand image in enhancing consumer purchase interest.
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How to Cite
Zega, I., Bate'e, M. M., Zebua, S., & Harefa, I. (2025). The Effect of Price and Brand Image on Oreo Buying Interest at PT Delada Cahaya Mas Agro Gunungsitoli. ProBisnis : Jurnal Manajemen, 16(06), 1594–1599. Retrieved from https://www.ejournal.joninstitute.org/index.php/ProBisnis/article/view/1149
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Loughhead, M., Hodges, E., McIntyre, H., Procter, N. G., Barbara, A., Bickley, B., Harris, G., Huber, L., & Martinez, L. (2023). A model of lived experience leadership for transformative systems change: Activating Lived Experience Leadership (ALEL) project. Leadership in Health Services, 36(1), 9–23. https://doi.org/10.1108/LHS-04-2022-0045
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Rohman, F., Noermijati, N., Mugiono, M., & Soelton, M. (2023). The role of quality assurance in improving the distribution of organizational performance. Uncertain Supply Chain Management, 11(1), 237–248. https://doi.org/10.5267/j.uscm.2022.10.003
Sciences, M. (2022). Leadership styles and effectiveness in the workplace: A perspective of the millennial generation | Easton | South African Journal of Economic and Management Sciences. 1–10. https://sajems.org/index.php/sajems/article/view/4541/2597
Siagian, F. H., Setyadi, D., Hendri, M. I., & Fitrio, T. (2022). The Role of Organizational Military Behavior in Mediating the Effect of Transformational Leadership, Job Satisfaction and Organizational Culture on the Performance of Military Personnel of KODAM XXX. Quality - Access to Success, 23(191), 1–9. https://doi.org/10.47750/QAS/23.191.01
Siswanto, & Yuliana, I. (2022). Linking transformational leadership with job satisfaction: the mediating roles of trust and team cohesiveness. Journal of Management Development, 41(2), 94–117. https://doi.org/10.1108/JMD-09-2020-0293
Sobaih, A. E. E., Gharbi, H., & Abu Elnasr, A. E. (2022). Do You Feel Safe Here? The Role of Psychological Safety in the Relationship between Transformational Leadership and Turnover Intention Amid COVID-19 Pandemic. Journal of Risk and Financial Management, 15(8). https://doi.org/10.3390/jrfm15080340
Sobari, M., & Tussoleha Rony, Z. (2025). Sistem Rekrutmen, Seleksi, Kompetensi dan Pelatihan Dalam Manajemen Sumber Daya Manusia untuk Mencapai Keunggulan Kompetitif (Systemic Literature Review). Jurnal Manajemen Dan Pemasaran Digital, 3(1), 10–20. https://doi.org/10.38035/jmpd.v3i1.288
Tarí, J. J., Portela Maquieira, S., & Molina-Azorín, J. F. (2023). The link between transformational leadership and the EFQM model elements. Business Process Management Journal, 29(2), 447–464. https://doi.org/10.1108/BPMJ-10-2022-0498
Visser, S. W. J., & Scheepers, C. B. (2022). Organisational justice mechanisms’ mediating leadership style, cognition- and affect-based trust during COVID-19 in South Africa. European Business Review, 34(6), 776–797. https://doi.org/10.1108/EBR-11-2021-0243