International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (920-930), Month: October 2019 - March 2020, Available at: www.researchpublish.com
The Role of Brand Image Mediate the Effect of Price on Purchase Decisions Ni Kadek Miyuki Icha Aminda1, I Gusti Ngurah Jaya Widagda K2 1,2 1,2
Udayana University
Faculty of Economics and Bussiness, Bali, Indonesia
Abstract: Purchase decisions on a product is a consumer behavior that is very important for the company so that its products become the main choice for consumers. A person's decision to designate a decision to buy an item or product is closely related to the perception of the price of the product. Price is not the only factor that can determine consumer purchase decisions, but brand image is also one factor that can be used in the decision making process of consumer purchases. The purpose of this study is to analyze the role of brand image in mediating the effect of price on purchase decisions. This research uses a quantitative approach in the form of associative, this research was conducted in Denpasar City using 120 respondents, using the saturated sample method, collected through a questionnaire using descriptive statistical analysis techniques, path analysis and sobel test. The results showed that brand image had a positive effect on consumer purchase intentions. When a brand has a strong and positive image in the minds of consumers, the brand will always be remembered and the possibility of consumers to buy the brand in question is very large. The price of a product is very significant and positive influence on purchase decisions. This can be seen from the price of a product that has a very significant and positive influence on purchase decisions. Brand image acts as a mediating variable between the variable price and purchase decisions. Research on the Vespa Piaggio Type Sprint I-Get 150 cc motorcycle which experienced a decline in sales because it has a fairly expensive price can be strengthened by the presence of a good brand image of the Vespa Piaggio Type Sprint I-Get 150 cc motorcycle to increase purchase intentions and influence purchases consumer decisions. The results of this study are expected to be an additional reference to strengthen the results of studies related to variable prices, brand image, and purchase decisions and products of the Vespa Piaggio Type Sprint I-Get 150 cc motorcycle can always maintain and be able to improve good marketing strategies. Keywords: Brand Image, Price, Purchase Decisions, Vespa Piaggio.
I. INTRODUCTION Means of transportation in this globalization era are things that are needed by the community to help carry out daily activities. Along with the times and technology, the community's need for transportation is increasing. Transportation is a useful tool to move goods or people in a certain quantity to a certain place within a certain period (Annafik, 2012). Transportation that can be used by Indonesian people consists of public transportation and private transportation. Nowadays people are more inclined to use private transportation. Motorbikes are very effective and efficient to use in Indonesia because people can get to their destination faster, seeing the condition of big cities in Indonesia which are increasingly crowded because they have been crowded with many public and private transportation. Motorbikes are the first choice for people to avoid traffic jams. Given the congestion that occurs in almost all major cities in Indonesia, the motorcycle is very important as a means of personal transportation in Indonesia. There are many types of motorcycles on the market. The type of motorcycle that is most in demand by Indonesian people at the moment is the automatic motorcycle (Annafik, 2012). Automatic motorbike has an advantage compared to the type of manual motorcycle which is easier to operate. Automatic motorbike is not only used by women, but also used by men. The progress of the automotive industry in Indonesia is increasingly developing from time to time to make products marketed by manufacturers increasingly diverse and have their respective advantages. Increasing competition in the
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