PENGARUH BRAND IMAGE, SECURITY PERCEPTION DAN PRICE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINYAKITA DI KOTA PALEMBANG

Willy, Willy (2026) PENGARUH BRAND IMAGE, SECURITY PERCEPTION DAN PRICE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINYAKITA DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

	Text (EM-2022-2222026) EM-2022-2222026-Summary_id.pdf Restricted to Registered users only Download (472kB) | Request a copy
	Text (EM-2022-2222026) EM-2022-2222026-Complete.pdf Restricted to Repository staff only Download (2MB) | Request a copy

Abstract

Cooking oil is one of the essential commodities in Indonesia with a high consumption level and is highly sensitive to price fluctuations and product safety issues. Minyakita was introduced as a government-subsidized cooking oil product aimed at maintaining price stability and protecting consumers’ purchasing power. However, over time, several issues have emerged, such as prices exceeding the government-regulated ceiling and the circulation of adulterated Minyakita products, which have negatively affected brand image and consumer trust. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to Minyakita consumers in Palembang City and analyzed using multiple linear regression with the assistance of SPSS software. The results show that brand image, security perception, and price have a positive and significant effect on purchasing decisions of Minyakita products. These findings indicate that a strong brand image, high security perception, and appropriate pricing in accordance with product benefits can enhance consumers’ purchasing decisions. This study is expected to provide valuable insights for policymakers and producers in improving brand image, strengthening product safety supervision, and maintaining price stability of Minyakita in the market.

Actions (login required)

View Item