PENGARUH BRAND IMAGE, HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is aimed to the influence of brand image, price, product quality and promotion to the
purchasing decision of Datsun automobile in Surabaya. The population is all customers who have
ever purchased Datsun automobile in Surabaya. The sample collection technique has been conducted
by using accidental sampling and the customers who have accidentally met the researcher can be used
as samples. The numbers of samples have been determined by using unknown population formula and
100 people have been obtained as respondents. The data analysis technique has been carried out by
using multiple linear regressions with program SPSS 23.0 version. This research shows that brand
image, price, product quality and promotion give positive and significant influence to the purchasing
decision of Datsun automobile in Surabaya. Furthermore the independent variables which have
dominant influence is brand image is 47.34%.Brand image, price, product quality and promotion give
influence to the purchasing decision is 65.2% and the remaining is 34.8% have been influenced by
other factors. The result of analysis shows that brand image, price, product quality and promotion
givesignificant influence to the purchasing decision.

Keywords: Brand image, price, product, promotion, purchasing decision.