ANALISIS PENGARUH BRAND IMAGE, EMOTIONAL VALUE, DAN PRICE PERCEPTION TERHADAP KEPUTUSAN PEMBELIAN WEDDING OFFERINGS

ANALYSIS OF THE INFLUENCE OF BRAND IMAGE, EMOTIONAL VALUE, AND PRICE PERCEPTION TO WEDDING OFFERINGS PURCHASE DECISION

Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image, emotional value, price perception terhadap keputusan pembelian produk wedding offerings (mahar dan seserahan). Penelitian ini mengadopsi pendekatan kuantitatif deskriptif dengan metode pengumpulan data melalui kuesioner online yang disebarkan terhadap 154 responden yang berencana membeli produk wedding offerings. Variabel independen yang diteliti meliputi brand image, emotional value, dan price perception, sedangkan variabel dependen adalah keputusan pembelian. Analisis data dilakukan menggunakan Statistical Product and Service Solutions (SPSS). Hasil penelitian menunjukkan bahwa brand image (X1), emotional value (X2), dan price perception (X3) memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (Y).

Kata Kunci : Brand image, Emotional Value, Price Perception, dan Keputusan Pembelian

The aim of this research is to examine the influence of brand image, emotional value, price perception on purchasing decisions for wedding offerings (dowries and gifts). This research adopted a descriptive quantitative approach with data collection methods through online questionnaires distributed to 154 respondents who planned to buy wedding offerings. The independent variabels studied include brand image, emotional value, and price perception. While the depent variable is purchase decision. Data analysis was carried out using Statistical Product and Service Solutions (SPSS). The results show that  brand image (X1), emotional value (X2), and price perception (X3) have a positive and significant influence on purchase decision (Y)

Keyworda: Brand Image, Emotional Value, Price Perception, Purchase Decision, and Wedding Offerings.