CITRA MEREK, HARGA, KUALITAS PELAYANAN DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAOS UKM BITUKA INDONESIA

Abstract

This research is aimed to find out the influence of brand image, price and service quality to the purchasing
decision of t-shirt production at UKM Bituka Indonesia. The population of this research is all customers who
have ever purchased t-shirt products of Bituka Indonesia in Surabaya. This research applies quantitative which
is carried out by using multiple linear regressions analysis. The sample collection technique has been done by
using purposive sampling with the numbers of samples are 100 respondents. Based on the result of this research,
it shows that brand image gives significant influence to the purchasing decision of t-shirt products of Bituka
Indonesia in Surabaya. Price gives significant influence to the purchasing decision of t-shirt productsof Bituka
Indonesia in Surabaya. Service quality gives significant influence to the purchasing decision of t-shirt products
at Bituka Indonesia in Surabaya. Based on the partial coefficient determination, price gives dominant influence
to the purchasing decision of t-shirt products at UKM Bituka Indonesia di Surabaya, because the price which has
been offered by UKM Bituka Indonesia in Surabaya is affordable and the quality which has been produced by
UKM Bituka Indonesia di Surabaya shows satisfied performance and the customers in Surabaya can feel the
benefitsof the goods which has been purchased from UKM Bituka Indonesia.
Keywords: brand image, price, service quality, purchasing decision.