Proceedings of the 5th International Conference on Applied Economics and Social Science, ICAESS 2023, 7 November 2023, Batam, Riau islands, Indonesia

Research Article

The Influence of Personal Branding, Price, and Brand Image on Purchasing Decisions for SMC Pneumatic in Batam Industrial Sector

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  • @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
Yulinda Tarigan1,*, Alrido Martha Devano1, Isti Khairiah1, Ken Zabiy Muhammad Arief2
  • 1: Politeknik Negeri Batam
  • 2: IMT Atlantique, France
*Contact email: yulinda@polibatam.ac.id

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.