Influence of Brand Images and Prices on Consumer Purchase Decisions at PT. Unza Vitalis In Makassar

Abstract

The purpose of this study are: 1) to determine and analyze the influence of brand image
on consumer purchasing decisions at PT. UnzaVitalis in Makassar, 2) to find out and
analyze the influence of prices on consumer purchasing decisions at PT. Unza Vitalis in
Makassar.
The analytical method used in this study is a multiple regression analysis method.
Research data obtained from product customers of PT. Unza Vitalis in Makassar. The
research approach is an explanatory causal approach.The results showed that 1)
variable brand image had a positive and significant effect on consumer purchasing
decisions at PT. Unza Vitalis in Makassar. This means that the better the company's
brand image, the consumer purchasing decisions will increase, and 2) price variables
have a positive and significant effect on consumer purchasing decisions at PT. Unza
Vitalis in Makassar. This means that according to the price offered by the company,
consumer purchasing decisions are increasing.