PENGARUH CITRA MEREK DAN HARGA TERHADAP MINAT BELI PRODUK TAS “SOPHIE MARTIN PARIS”

Abstract

The purpose of this study was to analyze the influence of brand image and price on the buying interest of Sophie Martin Paris bag products. This study was conducted in 2017, on the students ofMerdeka University of Pasuruan as the object of this study. The population of this study was 300 students of the 2017 graders. The sampling technique of this study was purposive sampling (non-probability) technique with the criteria used in this study, namely, students who have purchased a product bag “Sophie Martin Paris”, with a male or female gender, ages of18-24 years old, and all students study program of the 2017 graders. The sample technique used in this study was based on Arikunto (2004:30), this study used 10% as the sample of this study from the total population in accordance with predetermined criteria to obtain 30 people as samples. Validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, linearity test, simultaneous significant test, partial significance test, multiple linear regression analysis, test coefficient of determination was used to test hypotheses of this study. The result showed that both brand image and price partially and simultaneously have a positive and significant effect on buying interest. Brand image variables, and price can explain the purchase interest variable by 69,7%, while the remaining 30,3% is influenced by other variables outside the research variable