PENGARUH MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK ROTI PT. VENNY BAKERY DI CUKANG GALIH TANGERANG

Abstract

This study aims to determine the influence of brand and price on the purchase decision of PT Venny Bakery's bakery bakery products in Cukang Galih, Tangerang. The type of research used is quantitative with primary data and data analysis used using SPSS 23. With the consumer population of PT Venny Bakery and sampling with a total of 100 consumer respondents Cukang Galih, Tangerang. The analysis methods used were validity, normality, partial correlation, determination coefficient, regression, t-test and F. The results of this study proved that the results of the correlation test of service quality (X₁) to consumer satisfaction (Y) were obtained 0.707 which means that there was a strong relationship simultaneously. and price (X₂) to consumer satisfaction (Y) obtained 0.930 which means that there is a very strong relationship simultaneously. The results of the determination coefficient test between service quality (X₁) and price (X₂) on consumer satisfaction (Y) obtained 0.869 showed that the variables X₁ and X₂ had an effect on the Y variable by 86.9% while the remaining 13.1 were influenced by other variables. The results of multiple regression analysis obtained Y = 0.110 + 0.090 (X1) + 0.906 (X2) meaning a constant of 0.110 this states that if there is no quality of service (X₁) and price (X₂) then the magnitude of consumer satisfaction (Y) is 0.110. The regression coefficient of 0.090 states that every addition of one unit for service quality (X₁) will result in consumer satisfaction (Y) of 0.090 assuming a fixed X₂. The regression coefficient of 0.906 states that every addition of one unit to the price (X₂) will increase consumer satisfaction (Y) by 0.906 assuming X₁ tetap.ini