PENGARUH CITRA MEREK, KUALITAS PRODUK, PROMOSI, HARGA, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to examine and analyze the effect of brand image, product quality, promotion, price, and word of mouth on buying decision (A Study at Eiger branch store Merr, Surabaya). The research was quantitative with casual-comparative as the approach. While, the data collection technique used incidental sampling. In line with, there were 98 respondents consisting of customers who had bought and used Eiger’s product. Moreover, the instrument was questionnaires. The questionnaires were distributed to respondents. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). Additionally, the instrument testing used validity test and reliability test. The research result concluded brand image had positive and significant effect on buying decision. Likewise, product quality as well as promotion had positive and significant effect on buying decision. Similar to, price and word of mouth had positive and significant effect on buying decision (A Study at Eiger branch store Merr, Surabaya)
Keywords: brand image, product quality, promotion, price, word of mouth, buying decision