PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

  • Adi Irawan
  • Aniek `Wahyuati
Keywords: brand image, product quality, promotion, purchasing decisions

Abstract

This research aims to examine and analysis the effect of brand image, product quality, and promotions on purchasing decision at Persebaya store complex Surabaya. This type of research is casual and comparative using a quantitative approach. While, the population was consumers of Persebaya store complex Surabaya. The research sample consisted of 98 responden consisiting of customers who bought and used Persebaya store products twice and more than twice at the Persebaya store in the Surabaya complex. Data were taken by using the incidental sampling method. Collecting data by distributing questionnaires. Methods of data analysis by using multiple linier regression analysis whose calculations are assisted by the SPSS (Statistical Product and Service Solution) application. Additionally, the instrument testing used validity test and reliability test. The results showed that the variable of brand image, product quality, and promotion had a positive and significant effect on purchasing decision (study at the Persebaya store complex in Surabaya).
Keywords: brand image, product quality, promotion, purchasing decisions

Published
2021-11-29