PENGARUH HARGA, KESADARAN MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOBER MIE SETAN

Abstract

Purchasing decision is an action which is done by the customer because of impulses or motives which
has been felt so that it makes interest or encouragement to fulfill the needs. This research is meant to
find out the influence of price, brand awareness, and product quality to the purchasing decision of
Kober Mie Setan Semolowaru branch in Surabaya. The samples of this research are customers who
have ever purchased Kober Mie Setan Semolowaru Branch in Surabaya. The sample collection
technique has been done by using Incidental sampling technique, the total samples are 100 people who
have ever purchased Kober Mie Setan Semolowaru branch in Surabaya.The data analysis technique has
been carried out by using multiple linear regressions analysis. The result of classic assumption test i.e.
normality, multicollinearity, and heteroscedasticity stated that based on predetermined criteria, all
variables shows no deviation. Meanwhile, based on the result of model feasibility test, it shows that the
regressions models which have been applied in this research are feasible to be used. The result of the
hypothesis test shows that the variables i.e. price, brand awareness, and product quality give
significant and dominant variable to the purchasing decision.

Keywords: Price, brand awareness, product quality, and purchasing decision