PENGARUH CITRA MEREK, WORD OF MOUTH, KUALITAS PRODUK, HARGA DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN EIGER CABANG MANYAR SURABAYA

Abstract

The outdoor gear business is currently increasing in the market. Where the interest of many Indonesian people visit and travel to the wild. Business owners must be able to maintain their market share. Companies must create different concepts to attract the cossumers. This resenrch aims to know and analyze the influence of Brand Image, Word of Mouth, Product Quality, Price, and Service to Purchase Decision on Eiger product of Manyar Surabaya branch. The population that used in this research are consumers who buy Eiger products that located on JI Raya Manyar no 74 Surabaya with the number of the sample are 100 respondents. The data collection techniques using questionnaires. The data analysis technique using the instrument test (Validity Test, Reality Test). Multiple Linear Regression Analysis, Classic Assumption Test (Normality Test, Multicolincarity Test, Herteroscedasticity Test), Model Feasibility Test (F Test, Determination Coefficient Test (R2), and Hypothesis testing (t test). The results of this research indicates that Brand Image has significant influence on Purchasing Decision of Eiger product, Word of Mouth has significant influence on Purchasing Decision of Eiger product, not significantly influence to Purchase Decision of Eiger product, Product Quality significantly influence to Purchase Decision of Eiger product, Service has significant influence to Decision Purchase of Eiger products.
Keywords: brand image, word of mouth, product quality, price, service, purchase decision