The influence of perceived price and brand image on intention to buy kereta api cooking oil at PT Jampalan Baru, Tanjung Balai

Chaimer, Malvin (2024) The influence of perceived price and brand image on intention to buy kereta api cooking oil at PT Jampalan Baru, Tanjung Balai. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Jampalan Baru, Tanjung Balai is a organization engaged in the production of rice, soap and cooking oil. The organization is located at Jalan Perintis, KM.10 , Simpang Empat District, Simpang Empat, Kisaran. This organization was founded late in 1978. The organization's sales performance continues to decline where every target given by the organization every year is not achieved. This is caused by the price offered by the organization which is known to be higher than other companies and also for the brand image offered to consumers which is still not good. The aim of this research is to determine the partial and simultaneous influence of price perception and brand image on purchase intention for Kereta Api edible oil at PT. New Jampalan Tanjung Balai. Primary and secondary data are used in this research, the questionnaires are distributed to PT. Jampalan Baru customers in Tanjung Balai, data is measured by validity and reliability test. The sampling method used in this study is non- probability sampling method, specifically snowball sampling. The data is analyzed using SPSS 26.00, the research model is being tested using normality, heteroscedasticity, multicollinearity, and linearity test. The data also tested with linear regression, multiple linear regression, and coefficient of determination test, then hypothesis test is done with F-Test and t-Test. The study has indicated that Perceived Price and Brand Image on Intention to Buy Kereta Api Cooking Oil at PT. Jampalan Baru Tanjung Balai partially and simultaneously. PT. Jampalan Baru is expected to increase consumer perceptions regarding the prices offered by the company and also expected to be able to improve the brand image of the products it offers to consumers by improving every aspect of the quality of its products. PT. Jampalan Baru is expected to increase consumers' desire to make purchases of products offered by the company, which the company can do by improving things that influence it. / PT. Jampalan Baru, Tanjung Balai merupakan organisasi yang bergerak di bidang produksi beras, sabun dan minyak goreng. Organisasi ini berlokasi di Jalan Perintis, KM.10, Kecamatan Simpang Empat, Simpang Empat, Kisaran. Organisasi ini didirikan pada akhir tahun 1978. Kinerja penjualan organisasi ini terus menurun dimana setiap target yang diberikan organisasi setiap tahunnya tidak tercapai. Hal ini dikarenakan harga yang ditawarkan oleh organisasi ini diketahui lebih tinggi dibandingkan perusahaan lain dan juga karena brand image yang ditawarkan kepada konsumen masih kurang baik. Tujuan penelitian ini adalah untuk mengetahui pengaruh secara parsial dan simultan persepsi harga dan citra merek terhadap niat membeli pada minyak makan Kereta Api di PT. Jampalan Baru Tanjung Balai. Data primer dan sekunder digunakan dalam penelitian ini, kuesioner disebarkan ke PT. Pelanggan Jampalan Baru di Tanjung Balai, data diukur menggunakan uji validitas dan reliabilitas. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah metode non-probability sampling yaitu snowball sampling. Data dianalisis menggunakan SPSS 26.00, model penelitian diuji menggunakan uji normalitas, heteroskedastisitas, multikolinearitas dan linearitas. Data juga diuji dengan menggunakan regresi linier, regresi linier berganda, dan uji koefisien determinasi, kemudian dilakukan uji hipotesis dengan menggunakan uji F dan uji t. Hasil penelitian menunjukkan bahwa Persepsi Harga dan Citra Merek Terhadap Niat Membeli Minyak Goreng Kereta Api di PT. Jampalan Baru Tanjung Balai secara parsial dan simultan. PT. Jampalan Baru diharapkan dapat meningkatkan persepsi konsumen terhadap harga yang ditawarkan perusahaan dan juga diharapkan mampu meningkatkan brand image produk yang ditawarkan kepada konsumen dengan cara meningkatkan setiap aspek kualitas produknya. PT. Jampalan Baru diharapkan dapat meningkatkan keinginan konsumen untuk melakukan pembelian terhadap produk yang ditawarkan perusahaan, hal ini dapat dilakukan perusahaan dengan memperbaiki hal-hal yang mempengaruhinya.

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