PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK EMINA PADA TOKO THE SALON SHOP SURABAYA

Abstract

This research aimed to analyze the effect of brand image, product quality, and price on purchasing decisions of Emina at the Salon Shop Surabaya. The research was quantitative with descriptive analysis as the approach. Moreover, the data collection technique used accidental sampling. In line with that, there were 100 respondents who had bought the products at the Salon Shop Surabaya. Furthermore, the instrument of data collection technique used qustionnaires. The data analysis technique used multiple linear with SPSS (Statistical Product and Service Solution). Additionally, the instrument testing used a validity and reliability test, the proper model test used F-test, and multiple determination coefficient, and the hypothesis test used a t-test. The research result concluded that brand image had a positive and significant effect on purchasing decisions of Emina at the Salon Shop Surabaya. Likewise, product quality had a positive and significant effect on purchasing decisions of Emina at the Salon Shop Surabaya. Similiarly, the price had a positive and significant effect on purchasing decisions of Emina at the Salon Shop Surabaya.