THE INFLUENCE OF BRAND IMAGE, PRODUCT DESIGN, AND PRICE ON PURCHASE DECISIONS ON THE EIGER BRAND IN TANJUNGPINANG CITY
Keywords:
Brand Image, Product Design, Price, Purchase DecisionAbstract
This study aims to analyze the influence of brand image, product design, and price on the purchase decision of Eiger products in Tanjungpinang City. This study uses a qualitative approach with a survey method. The data was collected through the distribution of questionnaires to consumers who had purchased Eiger products in Tanjungpinang City. Data analysis was carried out using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the help of the SmartPLS 4.0 application. The results show that brand image, product design, and price have a positive and significant effect on Eiger's product purchase decisions, respectively. In addition, these three variables simultaneously also have a significant effect on purchasing decisions. A determination coefficient value (R-Square) of 0.623 indicates that brand image, product design, and price were able to explain 62.3% of the variation in purchasing decisions, while the rest was influenced by other factors outside the study. These findings show that improving brand image, product design innovations that suit consumer needs, and competitive pricing can improve consumer purchase decisions for Eiger products in Tanjungpinang City
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