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The Influence of Brand Image and Price Perception on the Purchase Decision of Royal Canin Cat Food in Pangkalpinang City

In: Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)

Author

Listed:
  • Sinda Indira

    (Universitas Bangka Belitung)

  • Nurul Anisyah

    (Universitas Bangka Belitung)

  • Ary Fakturrachman Aryansyah

    (Universitas Bangka Belitung)

Abstract

This study analyzes the influence of brand image and price perception on purchasing decisions for Royal Canin cat food in Pangkalpinang City. Using a quantitative approach with 38 respondents through a 1-5 Likert scale questionnaire and purposive sampling technique. Data were analyzed with SPSS using validity, reliability, and multiple regression tests. The results show that Brand Image (3.98), Price Perception (3.91), and Purchase Decision (3.99) are in the high category. The F test proves that both variables simultaneously have a significant effect (p

Suggested Citation

  • Sinda Indira & Nurul Anisyah & Ary Fakturrachman Aryansyah, 2025. "The Influence of Brand Image and Price Perception on the Purchase Decision of Royal Canin Cat Food in Pangkalpinang City," Advances in Economics, Business and Management Research, in: Mursyid Hasan Basri & Yanto Yanto (ed.), Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025), pages 149-154, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-974-2_22
    DOI: 10.2991/978-94-6463-974-2_22
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