PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada QueenstreetStore Di Kota Surabaya)

Abstract

This research aimed to examine whether brand image, product quality, and price affected customers’ buying decisions of Queenstreetstore, Surabaya. While the research was quantitative. Moreover, population was all customers of Queenstreetstore, Surabaya who had bought products for five times. Furthermore, the data collection technique used non-probability sampling technique with questionnaires as the instrument. Meanwhile, for the measurement scale; it used Likert scale. Additionally, the sampling technique used incidental sampling technique. In line with that, there were 100 respondents as the sample. In addition, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 20.0. According to the research result, brand image had a positive and significant effect on customers’ buying decisions of Queenstreetstore, Surabaya. Likewise, product quality had a positive and significant effect on customers’ buying decisions of Queenstreetstore, Surabaya. Similarly, price had a positive and significant effect on customers’ buying decisions of Queenstreetstore, Surabaya.