PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SHUTTLECOCK JAVA

Abstract

This research is aimed to find out the influence of Brand image, price and product quality to the purchase decision of JAVA Shuttlecock. The sampling collection technique has been done by using non probability sampling. The research data has beenobtained by issuing questionnaires to the 100 respondents. The result of multicollinearity test shows that all variables are free from multicollinearity. There are independent variables which can be used in the research. The result of heteroscedasticity test shows that these variables have not experienced any heteroscedasticity, so the variables can be used in this research. Meanwhile, the analysis technique has been carried out by using multiple linear regressions. This research is quantitative method. It has been found from the result of the t test that the significant level of theinfluence of price and product quality overall is under the significant value but the value of brand image is higher than significant value, so partially thesetwo variablesof price and product quality have significant influence and one of the variables of brand image does not have any significant influence to the dependent variable i.e. purchasing decision.It has been expected that the company of JAVA Shuttlecock to maintain price and product quality in order to increase good brand image so that the purchasing decision will increase.
Keywords: brand image, price, product quality, and purchasing decision.