PENGARUH HARGA, KUALITAS PRODUK, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN AMDK CLEO

Abstract

Along with the current development, the economic growth is also growing rapidly in Indonesia, so it has made the competition becomes more competitive. This condition requires the company to be more sensitive, creative, and innovative. Some factors which influence customer purchasing decisions is brand image, product quality, and price. Every time a customer conducts a purchasing decision, customer will conduct evaluation about his or her attitude. One of the advantages in this competition mainly is product quality that can meet the consumer desire. This research is aimed to analyze the influence of price, product quality and brand image to the purchasing decisions on brand bottled water products Cleo brand. This research is a Causal Comparative study, the research samples are 100 people. The data collection is done by issuing questionnaires premises. The data analysis technique has been done by using test instruments, multiple linear regression, classic assumption test, Goodness of Fit test. The results of this research indicates that (1) price give significant and positive influence to the purchasing decisions of bottled water products Cleo brand, (2) product quality give positive and significant influence to the purchasing decisions on bottled water products Cleo brand, (3) brand image give positive and significant influence to the purchasing decision on bottled water products Cleo brand.
Keywords: Price, product quality, brand image, purchasing decision