PENGARUH PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KEMBALI DI SALON STEINER

Abstract

A beauty salon is a form of business that deals with cosmetic, facial and hair care for both women and men. Their awareness to improve themselves, to beautify themselves, and to look attractive are the reasons beauty salon exists. Perception of price can be interpreted as the tendency of consumers to use the price of a product to determine how benefit the product actually is. Brand image is the impression a brand gets from its market share. This study aims to determine how big is the influence of price perception and brand image simultaneously influences the repurchase decision at Salon Steiner Manado.

The analytical methodology uses the Quantitative method. The focus of this study is centered around the consumers of Steiner salon. In determining the sample the author uses purposive sampling technique. The data in this study was obtained by giving questionnaires to 83 respondents with quantitative analysis using Likert scale. The instrument test was carried out using the validity test and reliability test, the analysis technique used was multiple linear regression test, hypothesis testing through t test and f test and managing all datas using the IBS SPSS program (statistical package for social of science) version 18 and Microsoft Excel 2010.

Based on the research results, the regression equation is obtained as follows: Y = 1.578 + 0.341 (X1) + 0.582 (X2). The independent variable that has the most influence on the dependent variable is the Price Perception Variable (0.341) then the Brand Image variable (0.582), the results of the F test in this study show a sig. of 0.000 <0.05, which means that Price Perceptions and Brand Image simultaneously have a significant effect on Repurchase Decisions. Based on the t test it seems that the variables Price Perception and Brand Image have a significant effect on Repurchase Decisions.

In conclusion, Price Perceptions and Brand Image have a positive effect on repurchase decisions at Steiner Salon, because if the price perception is aligned with consumers’ perceptions, the repurchase decision will definitely increase, and if the brand image is better in the eyes of consumers, they will choose the brand image of the salon and decides to make a repurchase at Salon Steiner.