Cigarette Product Purchase Decision Based on Brand Image and Price
Keywords:
brand image, price, purchasing decisions, cigarettes, consumer behaviorAbstract
The company's competitive advantage is determined by its ability to meet consumer needs and expectations. There are still many products on the market that do not fulfill this requirement. They have difficulty identifying the various consumer preferences that are formulated in a product. This causes the product to not have a strong brand image even though it has good product quality. Imagery is needed to be easily remembered by consumers. In addition, the price factor also determines the success of the product in the market. This study aims to determine the effect of brand image and price on purchasing decisions on Gudang Garam products. The study was conducted on 100 respondents who use Gudang Garam products. Based on the results of research that has been analyzed previously, it can be concluded that brand image has a significant effect on purchasing decisions for Gudang Garam products. Price has a significant effect on the decision to purchase Gudang Garam products. Brand image and price simultaneously influence the decision to purchase Gudang Garam products
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