PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KECAP MANIS

Abstract

This research aims to determine the influence of price, product quality, and brand image of the decision to buy sweet soy sauce Cap Laron. This research was conducted at Tuban area by using questionnaires that were distributed to the respondents who consumed sweet soy sauce Cap Laron. The method that been used is incidental sampling with the number of samples obtained as much as 98 respondents. While the analysis technique used is multiple linear regression analysis using SPSS application tools (Statistical Product and Service Solution). Partial test results or t test show price, product quality, and brand image of Cap Laron soy sauce purchase decision is significant. This condition is indicated by the significant gain of each independent variable is less than α = 5%. Simultaneously independent variables have a significant influence on the dependent variable with a significance level of 0.000.
Keywords: price, product quality, brand image and purchase decision.