PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER PADA MAHASISWA STIESIA SURABAYA

Abstract

The era development and modern mindset, also shopping behavior of Surabaya people, especially in fashion, determines the researchers to have the research which aimed to examine the effect of product quality, price, promotion, and brand image on buying decision at EIGER product. This research was quantitative with casual-comparative approach. Moreover, the population was the students of STIESIA Surabaya. Furthermore, the data used primary. In addition, the sampling collection technique used purposive sampling and accidental sampling, in which there were 98 respondents as sample. For the data analysis technique, it used multiple linear regression with SPSS (Statistical Product and Service Solution). The research result concluded product quality had positive and significant effect on the purchasing decision. Moreover, price, promotion as well as brand image had positive and significant effect on buying decision. In brief, all the hypothesis of this research had proven the truth. brand ambassadors, locations and others that influence consumers in determining purchasing decisions. Thus it will add to the latest empirical findings in the future which will become the company's reference in increasing the purchasing decisions of these products
Keywords: product quality, price, promotion, brand image, buying decision