Research Paper
Year: 2020 | Month: July | Volume: 7 | Issue: 7 | Pages: 435-442
Improving Consumers Purchasing Decisions on CV. Nagasakti Mandiri Electronic
Prianda Pebri1, Durahman Marpaung2, Husni3, Nasib4
1,2,3,4STIE Muhammadiyah Asahan
4PoliteknikUnggul LP3M
Corresponding Author: Prianda Pebri
ABSTRACT
The main problem in this study is that sales are still fluctuative since the sales targets are still not be achieved and still not meet the expectation of the management. The brand of CV. Nagasakti Mandiri Elektronik has not yet been fully recognized as distributor of mobile phones OPPO F7 by most customers, this disadvantage condition is also due to impatient attitude of salespeople in serving customers inpurchasing OPPO F7 handphones. The purpose of this study is to determine the effect of brand image and consumers perceptions in purchasing decisions in CV. NagasaktiMandiri Electronics. The purpose of this study is to analyze the effect of brand image and consumers perception on consumers purchasing decisions. The population in customer research is consumers in the CV. NagasaktiMandiri Electronics is 52 respondents, while the technique which is applied is by using accidental sampling. Then the data analysis technique used is descriptive analysis and multiple linear regression.
The results of data analysis showed that brand image had a positive and significant effect on purchasing decisions and consumers perceptions also had a positive and significant effect on purchasing decisions. The results of the coefficient of determination (R2) 0.733 (73.3%). So it can be said that 73.3% of the dependant variable variation, namely Brand Image and Consumers Perception in the model, can explain the Purchase Decision variable in the CV. NagasaktiMandiriElektronik while the 26.7% remaining is influenced by other variables outside the model.
Keywords: Brand image, Consumers perception, Purchasing Decision
[PDF Full Text]