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

Abstract

This research aimed to find out the effect of product quality, brand image, and price on the buying decision EBARA
pump of CV. Tirta Alam Perkasa. While, the population was customer who had bought the product EBARA of
CV. Tirta Alam Perkasa. Moreover, the research was quantitative. Furthemore, the data collection technique used
purposive sampling with 100 respondents as sample. In addition the research result concluded classical
assumption test had fulfilled the criteria given. From the t-test and regression test, it showed product quality,
brand image, and price had positive and significant effect on buying decision EBARA pump of CV. Tirta Alam
Perkasa with SPSS (Statistical Product and Service Solutions) 2.4 as its data analysis technique. In brief CV.
Tirta Alam Perkasa was expected to consider the product quality, brand image, and price as they could effect on
buying decision EBARA pump of CV. Meanwhile, for the next researcher in order to have wide range of research
some variables should be added. Beside, its research period had to be updated.
Keywords: product quality, brand image, price, buying decision