Nurshafwan, Dana (2022) Pengaruh brand image dan harga terhadap keputusan pembelian konsumen mie indomie instan ( suatu kasus pada mahasiswa fakultas pertanian untirta ). S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

In this era of globalization, the number of brands, products, and services as well as competitive prices in the market has become very large so that consumers have many choices and alternative products and services that can meet their needs and have the right to choose what consumers want. One of the most intense competition is the fast food industry, where each manufacturer launches various types of products with their respective advantages and innovations. This study aims to determine the effect of Brand Image and Price on consumer purchasing decisions of instant noodles partially and simultaneously on students of the Faculty of Agriculture, Sultan Ageng Tirtayasa University. This research uses descriptive – causal method. The result is that partially and simultaneously Brand Image and Price have a positive effect on purchasing decisions for instant noodles. Key words : Brand Image, Price, and consumer purchasing decisions of instant noodles

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