Surabaya Community's Perception on the Influence of Brand Image and Price Perception on the Decision to Purchase Nevada T-Shirt

Price is the value given in exchange for goods or services. Consumer perceptions about the price product can be a product quality standard based on the value offered by that price. From the phenomena obtained from researchers about consumer needs and desires, complex consumer desires and needs demand comfort and good value from clothing products. Nevada is one of the leading fashion product brands which is an exclusive product of PT Matahari Department Store (Matahari). Therefore, Therefore, riset seeks to ascertain how perceptions of brand image and pricing impact decisions to buy Nevada t-shirts. The sample for this study consisted of 50 respondents who had utilized Nevada T-shirt goods in the Surabaya region. Purposive sampling was employed during the sample process. PLS, or partial least squares, is the analysis method employed. According to the research's findings, factors influencing purchasing decisions include brand perception and price perception.