PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK AIR MINERAL PRIVATE LABEL PADA MINIMARKET INDOMARET

Abstract

Along with the development of the era, retailers become a very essential part in goods distribution. Besides, it is the main way or marketing connection which relates the main producer with consumers whi buy in small number or unit. Therefore, this research aimed to find out and examine the effect of price, product quality and brand image on product buying decisions of Indomaret private labels. The research was quantitative. Moreover, the population was all (101) customers of Indomaret, Surabaya Gubeng Ploso Bogen. Futhermore, the instrument in data collection technique used questionnaires which were distributed to respondents to get primary data. Additionally the data analysis technique used multiple linear regression. Meanwhile, F-test was used to examine whether it was properly used or not for the research. The research result concluded that price and product quality had a negative and significant effect on buying decisions. On the other hand, brand image had a positive and significant effect on buying decisions. In addition, the result of determination coefficient significance (R2) was about 0,790. This meant 79% buying decision was determine by price, product quality and brand image