PENGARUH HARGA, KUALITAS PRODUK DAN, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KACA FILM 3M DI SURABAYA

Abstract

This research aimed to find out the effect of variable of price, product quality, and brand image to the purchasing decision at 3M film glass in Surabaya at PT. Eurokars Tirta Utama (case study at outlet of variation and workshop who got cooperation at Surabaya). This research used quantitative research method with survey disclosure by selecting respondents who will buy 3M window glass products. The analysis technique used non-probability sampling with the sample were 97 respondents, the analysis of this research used multiple linier regressions analysis with SPSS application 22 version. Simultaneous testing results using the F test show that multiple linear regression models are feasible as research models. From the test results of the coefficient of determination the three variables have an influence of 72.6% on purchasing decisions. The result of examination to the respondents showed that the price gave positive and significant effect on the purchasing decision with the significance value was 0.001; the product quality gave positive and significant effect on the purchasing decision with significance value was 0.000; and the brand image gave positive and significant effect on the purchasing decision with the significance value was 0.017.
Keywords : price, product quality, brand image, purchasing decision.