PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PELUMAS UNITED OIL (STUDI KASUS KONSUMEN UNITED OIL DI KOTA SURABAYA)

Abstract

This research aimed to determine and analyze consumers’ purchasing decisions at United Oil in Surabaya. To build customers’ trust in purchasing the products, there were 3 independent variables examined, namely brand image, product quality, and promotion. Meanwhile, the dependent variable was purchasing decisions. The population was consumers in Surabaya who had purchased United Oil in infinite numbers. Moreover, the research was quantitative. The data collection technique used non-probability sampling. In line with that, there were 100 respondents as the sample. Furthermore, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed online through WhatsApp.The result showed that brand image had a positive and significant effect on purchasing decisions at United Oil in Surabaya. Likewise, product quality had a positive and significant effect on purchasing decisions at United Oil in Surabaya. Similarly, the promotion had a positive and significant effect on purchasing decisions at United Oil in Surabaya.