ANALISIS PENGARUH CITRA MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MINUTE MAID PULPY ORANGE DI SURAKARTA

Abstract

Ready-to-drink packaged citrus juice was used as the drink of choice for consumption and began to become a habit of the Indonesian people, especially in urban areas to meet the needs of Vitamin C with dense activities so that it needed practicality in meeting needs. Minute Maid Pulpy Orange's brand image was included in the Top Brand Award. Price competition with similar products is common in the market. It needs strategies in marketing such as strengthening promotions to win the market. The purpose of this study was to determine the influence of brand image, price, and promotion on the purchasing decision of Minute Maid Pulpy Orange. The basic methods used are descriptive and analytical methods. The research location was chosen purposively, namely Surakarta. The sampling of this study used the convenience sampling method of 100 respondents. The analysis was performed using Multiple Linear Regression Analysis with the help of IBM SPSS Statistics software. The results showed that the variables of brand image, promotion and price together had a significant effect on the purchasing decision of Minute Maid Pulpy Orange in Surakarta. Individual brand image variables had no significant effect on the purchasing decision of Minute Maid Pulpye Orange in Surakarta. Meanwhile, price and promotion variables individually have a significant effect on the purchase decision of Minute Maid Pulpy Orange in Surakarta.

Keywords: Minute Maid Pulpy Orange, brand image, price, promotions, purchasing decision.