PENGARUH KUALITAS PRODUK, CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK CHANGHONG DI PT UFO ELEKTRONIKA (KERTAJAYA) SURABAYA

Abstract

Competition in electronic industry has increased larger, that showed with continues increase volume
of people who used electronic product with various brands and the number of new electronic
companies that appear. This research aimed to find out influence of product quality to purchase
decisions at PT.Ufo Elektronika Surabaya, whether or not brand image has significant influence to the
purchase decisdion at PT.Ufo Elektronika Surabaya, whether or not quality service has significant
influence to the purchase decision at PT.Ufo Elektronika Surabaya. This was quantitative research
with causal comparative method. Data co;;ecting method used questionnaire. The sampel were 100
respondents. The technique data analysis used multiple linear regression. The research result showed
that the quality product had positive and not significant influence to the purchase decision, while the
brand image and service quality had positive and significant influence.
Keywords: Qualiry product, brand image, service quality, purchase decision.