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

Sinda Indira, Nurul Anisyah () and Ary Fakturrachman Aryansyah
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Sinda Indira: Universitas Bangka Belitung
Nurul Anisyah: Universitas Bangka Belitung
Ary Fakturrachman Aryansyah: Universitas Bangka Belitung

A chapter in Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025), 2025, pp 149-154 from Springer

Abstract: 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

Keywords: Brand image; price perception; purchasing decision; Royal Canin; cat food (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-974-2_22

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DOI: 10.2991/978-94-6463-974-2_22

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