PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KEBAB BABA RAFI

Abstract

This research aims to determine the influence of price, product quality, and brand image on buying decisions of Kebab Turki Baba Rafi in Surabaya. The technique used is non-probability sampling. The population of this research is using all the customers of Kebab Turki Baba Rafi which are located at Surabaya. The research data was taken based on questionnaires filled by 98 respondents determined by using sample method based on chance by meeting with the researcher can be used as sample, if seen by accidental sampling. The data were processed using multiple regression test using SPSS 16.0 application program. The results showed that prices have a positive and significant influence on purchasing decisions with regression coefficient of 0.274 and significance level of 0.042. Product quality has a positive and significant influence on purchasing decisions with regression coefficient of 0.743 and a significance level of 0.000. Brand image has a positive and significant influence on purchasing decisions with regression coefficient of 0.430 and significance level of 0.001.
Keywords: price, product quality, brand image, purchase decision