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1. 
PENGARUH PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FLAT SHOES PADA URBAN AND CO DI KOTA BOGOR
THE EFFECT OF PRICE PERCEPTION AND BRAND IMAGE ON THE PURCHASE DECISION OF FLAT SHOES PRODUCTS ON URBAN AND CO IN BOGOR CITY
Muhammad Rifki1) Yulianingsih2) Rahmat Gunawan3)
ABSTRACT
This study aims to determine the effect of price perception and brand image on purchasing decisions for flat shoe products at Urban and Co in Bogor. Questionnaires were distributed to 100 consumers. The method used in this study is a survey method, and the forms of research are descriptive and verification. Likert scale using validity test, reliability test, and classical assumption test. The results showed that simultaneously price perception and brand image) had a positive and significant effect on purchasing decisions for flat shoe products at Urban and Co in Bogor City. While price perception partially influences purchasing decisions, brand image affects purchasing decisions for flat shoe products at Urban and Co in Bogor City.
Keywords: Brand Image; Price Perception; Purchase Decision.
ABSTRAK
Penelitian ini bermaksud agar persepsi harga serta citra merek mempengaruhi keputusan pembelian produk flat shoes pada Urban and Co Kota Bogor. Angket disebarkan pada 100 orang konsumen. Metode yang dipakai pada riset ini ialah metode survey, bentuk riset yaitu deskriftif juga verifikatif. Skala likert memakai uji validitas, uji reliabilitas juga uji asumsi klasik. Hasil riset menggambarkan jika secara simultan persepsi harga juga citra merek berdampak positif juga signifikan pada keputusan beli flat shoes pada Urban and Co di Kota Bogor. Sedangkan secara parsial persepsi harga mempengaruhi pada keputusan pembelian, dan citra merek pengaruhi keputusan pembelian produk flat shoes pada Urban and Co di Kota Bogor.
Kata Kunci: Citra Merek; Keputusan Pembelian; Persepsi Harga.
