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

DOI

10.2991/978-94-6463-974-2_22How to use a DOI?

Keywords

Brand image; price perception; purchasing decision; Royal Canin; cat food

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<0.001; F=29.926). However, partially, only Price Perception has a significant effect (p<0.001; ÿ=0.628), while.

Brand Image is not significant (p=0.265). The model explains 63.1% of the variability in Purchase Decisions (R²=0.631).Consumers of premium products in Pangkalpinang prioritize perceived value over individual brand image. This study provides strategic implications for Royal Canin marketers to recalibrate communication strategies, emphasizing concrete value proposition and product benefits to justify the premium price, rather than relying solely on brand image in this specific market context.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Sinda Indira
AU  - Nurul Anisyah
AU  - Ary Fakturrachman Aryansyah
PY  - 2025
DA  - 2025/12/25
TI  - The Influence of Brand Image and Price Perception on the Purchase Decision of Royal Canin Cat Food in Pangkalpinang City
BT  - Proceedings of the 2nd International Conference of Economics, Management, Accounting, and Business Digital (ICEMAB 2025)
PB  - Atlantis Press
SP  - 149
EP  - 154
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-974-2_22
DO  - 10.2991/978-94-6463-974-2_22
ID  - Indira2025
ER  -