PENGARUH CITRA MEREK, HARGA, DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK ROTI KECIL DI KOTA SURAKARTA

Abstract

This study aims to determine brand image, price and digital marketing on purchasing decisions for Roti Kecil products in Surakarta City. The study used a descriptive method with a quantitative approach as the basic method. The research location was determined by the purposive method, namely the City of Surakarta. The number of samples is 170 respondents using purposive sampling method. The analytical method used is SEM (Structural Equation Modeling) with PLS (Partial Least Square) approach. Data analysis in this study using SmartPLS 3.0 software. Based on the results of the research analysis, it is concluded that the brand image, price, and digital marketing variables partially have a positive and significant effect on purchasing decisions for Roti Kecil products in Surakarta City. The variable that has the highest path coefficient in purchasing decisions for Roti Kecil Products in Surakarta is price. The indicator with the highest loading factor for each variable is the brand association on the brand image variable, price suitability with product quality on the price variable, interactive on the digital marketing variable and product choice on the purchasing decision variable.
Keywords : brand image, price, digital marketing, purchasing decision