PENGARUH CITRA MEREK KUALITAS PRODUK DESAIN PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aims to examine the influence of brand image, product quality, product design, and quality of service at Melawai Opticalstore to the Consumer of Tunjungan Plaza Surabaya. The population in this research are the consumers who have made purchases at the Melawai Optical store which located within Tunjungan Plaza Surabaya. Sampling technique using accidental sampling with the number of the samples are 100 respondents. The analysis method used is multiple linear regression analysis with using SPSS (Statistical Product and Service Solutions) application tool. The results showed that brand image has a significant and positive influence on the purchasing decisions with regression coefficient of 0.315 and significance level of 0.001. Product quality variables have a significant and positive influence on the purchasing decisions with regression coefficient of 0.390 and a significance level of 0.000. Further more, product design variables have a significant and positive influence on the purchasing decisions with regression coefficient of 0.211 and a significance level of 0.004. While service quality variables significantly and positively influence on purchasing decisions with regression coefficient of 0.201 and significance level 0.002. Simultan eously, the independent variable has a significant influence on the dependent variable with a significance level of 0.000.
Keywords: brand image, product quality, product design, service quality, purchase decision