PENGARUH HARGA, KUALITAS PRODUK, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN RAKET FLYPOWER

Abstract

This research aimed to examine the effect of variables price, product quality, and brand image on buying decision. Furthermore, the population was students who become members of UKM Badminton STIESIA Surabaya. The data collection technique used purposive sampling. In line with that, there were 110 students who fulfilled the criteria as the sampling. In addition, the data analysis technique used multiple linier regression consisting F-test, t-test, and classical assumption test. In conclusion, price, product quality, and brand image collectively had a significant effect on buying decision. Likewise, partially, the variables had a positive effect on buying decisions. The hypothesis test result concluded that product quality as well as the brand image had a significantly positive effect on buying decision. However, the price had a positive but insignificant effect on buying decisions. The result of the determination coefficient significant test (R²) was 0.415. it meant, 41.5% of buying decisions were affected by price, product quality, and brand image. This showed that buying decisions were increased when there was an increase in price, product quality, and brand image.