PENGARUH EKUITAS MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE INSTAN MEREK INDOMIE DI KECAMATAN AMPENAN KOTA MATARAM

THE EFFECT OF BRAND EQUITY AND PRICE ON PURCHASE DECISIONS FOR INDOMIE BRAND INSTANT NOODLES IN AMPENAN DISTRICT, MATARAM CITY

Abstract

This research is aimed at determining the influence of brand equity and price onpurchasing decisions for Indomie brand instant noodle products in Ampenan Village,Mataram City, while the sample in this study was 100 consumers, using purposive sampling techniques. This type of research is associative quantitative research. Data processing in this research used SPSS 26.0 for Windows, where validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, significance tests (t tests), and coefficient of determination tests (R Square) were carried out. The results of this research show that (1) Brand Equity has a positive and significant influence on Purchasing Decisions for Indomie brand instant noodle products. So the first hypothesis in this research can be declared proven and acceptable. (2) Price has a positive and significant influence on purchasing decisions for Indomie brand instant noodle products. So the second hypothesis in this research can be declared proven and acceptable.