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

Abstract

This research is aimed to examine the influence of consumer purchasing decision. This research was conducted at Sentra Underwear Shop Sidoarjo.The population in this researchhas been obtained by using non -probability sampling method on the consumers Sentra Underwear Sidoarjo store in January 2017. Based on the criteria that have been determined then obtained a sample of 105 respondents. Data collection is done by giving a list of questions to respondents namely consumers Sentra Underwear Sidoarjo about product quality, price, and brand image. The analysis method used is multiple regression analysis with SPSS application tool (Statistical Product And Service Solution).The results of the research that product quality, price, and brand image had a positive and significant impact on consumer purchasing decisions. Variable product quality, price, and brand image able to explain variable purchase decision equal to 43,8% and the rest equal to 56,2% can be explained by other variables which are not included in this research.
Keywords: Product Quality, Price, Brand Image, and Purchase Decision.