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Abstract
Abstract
The research objective was to analyze the effect of price perceptions, shopping habits, brand image and consumer commitment to purchasing decisions for animal feed at M.A Livestock Stores. This research was conducted with a quantitative approach, to see the influence between phenomena. respondents are customers who are visiting and customers who have visited the M.A Livestock Store Argamakmur, North Bengkulu Regency, is 100 respondents. Collecting data by distributing questionnaires is the customer and data analysis using multiple linear regression models. The results showed that price perceptions have a positive effect on purchasing decisions. This means positif price perception, the higher the consumer's purchasing decision. Shopping habits have a positive effect on purchasing decisions. This means that the good the customer's habits, the higher the purchasing decision. Brand image has a positive effect on purchasing decisions. This means that the better the brand image, the higher the purchasing decision. Consumer commitment has a positive effect on purchasing decisions. This means that the higher the consumer's commitment, the higher the purchasing decision.
Keywords: Price Perception, Shopping Habits, Brand Image, Consumer Commitment, Purchasing
Decisions.
Abstrak
Abstrak Tujuan penelitian adalah untuk menganalisis pengaruh persepsi harga, kebiasaan berbelanja, citra merek dan komitmen konsumen terhadap keputusan pembelian pakan ternak di Toko Ternak M.A. Penelitian ini dilakukan dengan pendekatan kuantitatif, untuk melihat pengaruh antar fenomena. responden adalah pelanggan yang sedang berkunjung dan pelanggan yang pernah berkunjung ke Toko Ternak M.A Argamakmur Kabupaten Bengkulu Utara sebanyak 100 responden. Pengumpulan data dilakukan dengan menyebarkan kuesioner pelanggan dan analisis data menggunakan model regresi linier berganda. Hasil penelitian menunjukkan bahwa persepsi harga berpengaruh positif terhadap keputusan pembelian. Artinya persepsi harga positif, semakin tinggi keputusan pembelian konsumen. Kebiasaan berbelanja berpengaruh positif terhadap keputusan pembelian. Artinya semakin baik kebiasaan pelanggan maka semakin tinggi keputusan pembeliannya. Citra merek berpengaruh positif terhadap keputusan pembelian. Artinya semakin baik citra merek maka semakin tinggi keputusan pembelian. Komitmen konsumen berpengaruh positif terhadap keputusan pembelian. Artinya semakin tinggi komitmen konsumen maka semakin tinggi keputusan pembeliannya.
Kata kunci: Persepsi Harga, Kebiasaan Berbelanja, Citra Merek, Komitmen Konsumen, Pembelian Keputusan.