The Effect of Bundling Strategy, Price Perception, and Brand Image on Purchase Decisions (Study on Local Fast Food Retailers in Bali Indonesia)

ABSTRACT : Purchasing decisions are the main focus of marketers. In order for purchasing decisions to be achieved, companies need to pay attention to the factors that influence purchasing decisions. The purpose of this study was to determine the effect of bundling strategy, price perception, and brand image on purchasing decisions. This research was conducted in Denpasar with a total sample of 90 respondents. The samples used were non-probability sampling, with a purposive sampling technique. The data analysis technique in this study used multiple linear regression analysis. The results showed that the bundling strategy had a positive and significant effect on purchasing decisions; Price perceptions have a positive but not significant effect on purchasing decisions; and Brand image has a positive and significant effect on purchasing decisions
Keywords: Bundling strategy, price perception, brand image, purchasing decisions.