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.
Title: The Role of Brand Image Mediate the Effect of Price on Purchase Decisions
Author: Ni Kadek Miyuki Icha Aminda, I Gusti Ngurah Jaya Widagda K
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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