PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERHIASAN

Abstract

This research is meant to find out the analysis and to prove the influence of brand image, product quality, and
service to the purchasing decision of jewelry products on PT. Eka Silver & Gold Jewelry in Graha Platino
Surabaya. The respondents are 100 customers of PT. Eka Silver & Gold Jewelry di Graha Platino Surabaya. The
analysis technique has been carried out by using multiple linear regressions which are done by using F test and t
test. The result of the test shows that the influence of brand image, product quality, and service variables to the
purchasing decision of jewelry products on PT. Eka Silver & Gold Jewelry at Graha Platino Surabaya is
significant. This result indicates that the models which are used in this research are feasible for the next analysis.
The next result of the test shows that partially brand image, product quality, and service variables have
significant influence to the purchasing decision of jewelry product on PT. Eka Silver & Gold Jewelry in Graha
Platino Surabaya.
Keywords: brand image, product quality, service, purchasing decision