PENGARUH IKLAN, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ROKOK SAMPOERNA DI KECAMATAN BINAWIDYA KOTA PEKANBARU

Abstract

The purpose of this study is to determine the influence of advertising, price, and brand image on consumer purchasing decisions of Sampoerna cigarettes in the Binawidya District, Pekanbaru City. This is a quantitative study using multiple linear regression analysis. The data in this study consist of both primary and secondary data. The population includes male residents aged 20 to 55 years living in the Binawidya District, Pekanbaru City, whose exact number is unknown, but who have purchased Sampoerna cigarettes during the years 2024–2025. The sample for this study consists of 100 respondents, selected using purposive sampling. Data collection was carried out using a questionnaire. The data were processed and analyzed using SPSS version 30. The findings show that advertising, price, and brand image have both partial and simultaneous effects on consumer purchasing decisions of Sampoerna cigarettes in the Binawidya District. The R Square value is 0.571, indicating that advertising, price, and brand image together contribute 57.1% to the purchasing decision, while the remaining 42.9% is influenced by other variables not examined in this study.