PENGARUH CITRA MEREK DAN HARGA TERHADAP MINAT BELI PADA TOKO SEPATU BATA PEKANBARU

Abstract

This research was conducted at the Pekanbaru Bata Shoe Store located on Jl. HOS Cokroaminoto. No.76, Sukaramai, Kec. Pekanbaru, Riau. The purpose of this study was to determine the effect of Brand Image and Price on Purchase Interest (Shoe Shop Bata Pekanbaru) partially and simultaneously. In this research, the method used is descriptive quantitative analysis with SPSS program. The population in this study were all consumers who made purchases at the Bata Shoe Store Pekanbaru in 2019 as many as 4129 and the sample from this study was 98 respondents from the consumers of the Pekanbaru Bata Shoe Store. Determination of the sample in this study using the Slovin formula, namely the non-probability sampling technique with the accidental sampling technique.

Keywords: Brand Image, Price, Buying Interest