PENGARUH KUALITAS PRODUK, HARGA, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MINUMAN BERENERGI EXTRA JOSS

Abstract

In a competitive market competition, each company strives to be the best in the eyes of consumers, by offering different types of products that have their own advantages. Every company is competing to innovate and provide the best quality of their products. This research aims to analyze the influence of variable quality of product, price, and brand image to consumer purchasing decision of energy drink Extra Joss PT. Bintang Toedjoe.Population in this research is consumer of energy drink product of Extra Joss brand which is in East Surabaya city. The samples that used as many as 100 consumers are obtained by accidental sampling method. The analysis method used is multiple linear regression analysis with SPSS (Statistical Product and Service Solutions) tool.The results of this research indicates that Product Quality, Price, and Brand Image have positive and significant influence on purchasing decision. While Product Quality variable is dominantly influential variable to the buying decision of Extra Joss branded beverage product in East Surabaya. Simultaneously, the independent variable has a significant influence on the dependent variable with a significance level of 0.000.
Key words: Product Quality, Price, Brand Image and Purchase Decision.