Pengaruh Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian Indomie Goreng pada Masyarakat Kelurahan Simpasai-Dompu

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Published: Jun 25, 2026
Keywords:
Price Perception, Brand Image, Purchasing Decisions
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Vol. 17 No. 03 (2026): June: Management Science
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Articles
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Nurul Fitratul Ramdani
Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, Indonesia
M. Ikhwan Mansyuri
Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, Indonesia
Risca Ariska Ramadhan
Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, Indonesia

Abstract

This study was conducted to analyze the influence of price perception and brand image on purchasing decisions of Indomie Goreng products among the people of Simpasai Village. This study applied a quantitative method, with data collection techniques comprising observation, documentation, and questionnaire distribution. The sample consisted of 100 respondents selected using the incidental sampling technique. Data analysis was carried out through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination testing using the SPSS application. The results showed that price perception partially had a positive and significant effect on purchasing decisions with a significance value of 0.043 < 0.05. Brand image also partially had a positive and significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Simultaneously, price perception and brand image significantly influenced purchasing decisions. The coefficient of determination ($R^2$) was 0.169 or 16.9%, while the remaining 83.1% was explained by other variables outside this study

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How to Cite
Ramdani, N. F., Mansyuri, M. I., & Ramadhan, R. A. (2026). Pengaruh Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian Indomie Goreng pada Masyarakat Kelurahan Simpasai-Dompu. ProBisnis : Jurnal Manajemen, 17(03), 1451–1460. Retrieved from https://www.ejournal.joninstitute.org/index.php/ProBisnis/article/view/1538
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