THE IMPACT OF BRAND IMAGE AND PRICE TOWARDS PURCHASING INTENTION ON HERTURE’S PRODUCTS

Abstract

The Purpose of this research is to discover the existence of the impact of brand image and price towards customer’s purchasing intention on Herture’s products. The population used in this research is Herture’s visitor in Lenmarc exhibition, numbered 57 people and all of them used as samples. Questionnaire are used to collect the data from the respondents. The dependent variable is purchasing intention, and the independent variables in this research are brand image and price. Multiple linear regression method was used in this research to analyze the data collected. The result of this research shows that brand image and price have a significant effect on purchasing intention on Herture’s products