Research Article
The Influence of Personal Branding, Price, and Brand Image on Purchasing Decisions for SMC Pneumatic in Batam Industrial Sector
@INPROCEEDINGS{10.4108/eai.7-11-2023.2342436, author={Yulinda Tarigan and Alrido Martha Devano and Isti Khairiah and Ken Zabiy Muhammad Arief}, title={The Influence of Personal Branding, Price, and Brand Image on Purchasing Decisions for SMC Pneumatic in Batam Industrial Sector}, proceedings={Proceedings of the 5th International Conference on Applied Economics and Social Science, ICAESS 2023, 7 November 2023, Batam, Riau islands, Indonesia}, publisher={EAI}, proceedings_a={ICAESS}, year={2023}, month={12}, keywords={personal branding price brand image purchase decision}, doi={10.4108/eai.7-11-2023.2342436} }- Yulinda Tarigan
Alrido Martha Devano
Isti Khairiah
Ken Zabiy Muhammad Arief
Year: 2023
The Influence of Personal Branding, Price, and Brand Image on Purchasing Decisions for SMC Pneumatic in Batam Industrial Sector
ICAESS
EAI
DOI: 10.4108/eai.7-11-2023.2342436
Abstract
The purchase decisions for SMC Pneumatics at PT Benwin Indonesia are the subject of this research, which aims to investigate the impact of price, brand image, and personal branding. Employing an explanatory research design to test a theory or hypothesis and determine whether the theory or hypothesis can be accepted or rejected. Therefore, this study requires a quantitative methodology. The researcher utilizes both primary data - data obtained through a questionnaire administered to 150 respondents - and secondary data - information collected through existing company documents. The sampling technique employed is purposive sampling. The analytical tool used in this study is SmartPLS 3.0. According to the research findings: personal branding does not influence customer decisions to purchase SMC Pneumatics; price has a positive and significant effect on purchasing; brand image has a positive and significant impact on the purchase decisions of SMC Pneumatics.