PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA TERHADAP KEPUTUSAN PEMBELIAN TAS DI INTAKO

Abstract

This research is meant to find out the influence of brand image, product quality and price to the purchasing decision at Intako. The independent variables consist of brand image, product quality, and price has influence to the purchasing decision as the dependent variable. This research has been conducted at Intako Cooperation in Tanggulangin. The data collection method of this research has been done by issuing questionnaires which have been filled in by the respondents which are the customers who have ever purchased at least twice at Intako cooperation. 100 people have been selected as respondents the sample collection method has been carried out by using accidental sampling method. The result of partial test or t test shows that brand image, product quality, and price to the purchasing decision at Intako is significant. This condition is indicated by the significant acquisition of each variables is less than α = 5%. The result of the test simultaneous shows that the research models have significant influence to the purchasing decision at Intako. It is supported by the result of correlation coefficient is 82.8% which shows that simultaneously the correlation between these independent variables to the purchasing decision at Intako is firm.
Keywords: Brand image, product quality, price, purchasing decision.