PENGARUH CITRA MEREK, KUALITAS PRODUK, LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUKPERSEBAYA STORE KOMPLEK

Abstract

Persebaya branch store Komplek is one of branches which is owned by Persebaya store and was established in 2018.
Not only selling merchandise, the store also sells some food and beverages which have live music. This research
aimed to find out the effect of brand image, product quality, and location on product buying decisions of Persebaya
branch store Komplek. While, the buying decisions were measured by quality and reliability on the product quality.
The research was quantitative. Moreover, the data collection technique used non-probability sampling. Furthermore,
the sampling technique used accidental sampling. In line with that, there were 100 respondents who were customers
of Persebaya branch store Komplek; as the sample. Additionally, the data were primary. In addition, the data
analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). The
research result concluded that brand image had a positive and significant effect on product buying decisions of
Persebaya branch store Komplek. Likewise, product quality had a positive and significant effect on product buying
decisions of Persebaya branch store Komplek. Similarly, location had a positive and significant effect on product
buying decisions of Persebaya branch store Komplek.