Pengaruh Harga Dan Cita Rasa Terhadap Keputusan Pembelian Mie Instan Indomie Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Mahasiwa Manajemen Angkatan 2019 FEB Universitas Muhammadiyah Metro)

Abstract

The purpose of this research was to find out whether price had an effect on brand image. To
find out whether taste had an effect on brand image. To find out whether the price affects the
purchase decision. To find out whether taste had an effect on purchasing decisions. To find
out whether the price and the taste affect purchasing decisions with brand image as the
intervening variable. The sample of this research was 58 Management Batch Students of the
2019 in Muhammadiyah University of Metro. Data were collected through questionnaire
sheets, and the data analysis used validity test, reliability test, normality test, homogeneity
test, linearity test of significance regression, and path analysis using the program (SPSS).
The results showed that the price and the taste had a positive and significant effects on
purchasing decisions, the price and the taste had a positive and significant effects on brand
image, and the price and the taste had positive and significant effects on purchasing
decisions with brand image as the intervening variable.