THE ANALYSIS INFLUENCE OF BRAND IMAGE, PRICE, AND PERCEIVED QUALITY TOWARD PURCHASING DECISION FOR UNILEVER PRODUCT (A CASE STUDY OF MAGNUM ICE CREAM IN JAKARTA)

Abstract

Ice Cream is a frozen food usually made from dairy products, such as milk and cream and often combined with fruits or other ingredients and flavors. In Indonesia, ice cream is one of the foods that people consume at any time and it covers every class of people; from children, teenagers and adult. This research is based on the competitive conditions of ice cream industries in Indonesia, where Magnum’s market share is fluctuate that occurs can be an indication that its performance and strength of its brand is up and down. Variables used in this research are Brand Image (X1), Price (X2), and Perceived Quality (X3) toward Purchasing Decision (Y). The data are collected by distributing questionnaires to 100 consumers of ice cream. The researcher used quantitative analysis includes validity and reliability test, classical assumption and multiple linear regression to test the hypothesis through the T-test and F-test and coefficient of determination (R2). T-test Result is proving that three independent variables have significant impact toward purchasing decision. The F-test result is proving that all variable used in this research is simultaneously having significant impact towards consumer buying decision. From the adjusted R2 test show the 0.736 indicates that 73.6% the dependent variable are impact by independent variables, while 26.4% are impacted by other factors.