PENGARUH HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SUSU CIMORY UHT (STUDI KASUS PADA MAHASISWA STIESIA SURABAYA)

Abstract

In today’s modern era, where the economy has increased and developed, much competition among companies within the business world is bigger than before; one of them is in the Food sector, i.e. UHT milk product. The product, Cimory UHT, has a good prospect in Indonesia. Besides, it also has innovation in order to attract its consumers since they are selective by comparing with other UHT milk products. This research aimed to find out the effect of price, brand image, and product quality on purchasing decisions of Cimory UHT milk among Students in STIESIA Surabaya. The research was causal-comparative. Moreover, the population was students, either male or female in STIESIA Surabaya who consumed Cimory UHT milk. Furthermore, the data were primary. The data collection technique used probability sampling with simple random sampling as its sampling technique. Additionally, the instrument of the data collection technique used questionnaires, which were distributed to 100 respondents as the sample. The result showed that price had a positive and significant effect on purchasing decisions. Brand image had a positive and significant effect on purchasing decisions. Similarly, product quality had a positive and significant effect on purchasing decisions.