PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

A customer who is intended to make a choice has to have an alternative choice and one of them is by seeing the
product quality. Therefore product quality is the matter that must be noticed by the company, because good
product quality will give satisfaction to the customer. Companies are required to be more creative in
determining the right strategy so that it can attract the interest of the customer and influence the customer to
consume their product consumption. This research is meant to find out product quality, price, and brand image
to the purchasing decision of Asus laptop. The population is all customers who have ever purchased
Asus
Laptop i.e. the students of STIESIA Surabaya and the amount of population is unknown and 100 respondents
have been selected as samples. The data is the primary data which has been collected by issuing questionnaires.
The analysis technique has been done by using multiple linear regressions analysis. The result of the test shows
that the variables i.e. product quality, price, and brand image have significant and positive influence to the
purchasing decision of Asus laptop, and price is the variable which has dominant influence to the purchasing
decision

Keywords: product quality, price, brand image, purchasing decision