PENGARUH HARGA, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK

Abstract

This research was aimed to find out and identified the effect of price, promotion, and brand image on the product purchase decision at PT. Eigerindo Multi Produk Industri Surabaya. This research used a quantitative method. Furthermore, the population of this research used students of STIESIA Surabaya with a total number of 4.020. Moreover, the sample collection technique used non-probability sampling and purposive sampling, while the data source of this research used primary data. Additionally, the amount of the sample used 100 respondents. While the data collection using questionnaires. In other words, the research analysis method of this research used multiple linear regressions analysis with calculation of SPSS application (Statistical Product and Service Solution). This research concluded that the variables of price, promotion, and brand image had a significant effect on the purchase decision at PT. Eigerindo Multi Produk Industri Surabaya. The result showed that the significance value of each independent variable was less than 0.05.
Keywords: price, promotion, brand image, purchase decision.