ANALISIS PENGARUH ADANYA FAKTOR HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada UD. Ikan Mas di Kabupaten Pemalang)
Abstract: This research aims
to determine whether price, product quality and brand image influence the
purchase decisions in UD. Ikan Mas. This research is motivated by a decrease in
the number of consumer and selling intensity in UD. Ikan Mas.
The populations used in this research was a UD. Ikan Mas Consumer. The
collection of data by using a questionnaires with a number of samples 100
respondents who buyed product in UD. Ikan Mas. This research method, using the
technique of non-random sampling with purposive sampling method. Data obtained
from questionnaires, then processed and analyzed using multiple linear
regression analysis through the SPSS 23 software.
Based on the result of the research, it was found the regression equation
as follows:
Y = 0,384 X1 + 0,238 X2 + 0,312 X3
The result of this research shows that all independent variables are the
price, product quality and brand image has a positive effect on the dependent
variable that is the purchase decision by using T test. Then through F test
shows that the three independent variables are proper to examine the dependent
variable. Adjusted R Square of 0,753 shows that the independent variables can
explain 75,3% the dependent variable that is purchase decision, while the
remaining 24,7% is explained by other variables outside of variable that used
in this research.
Keywords: Price, Product
Quality, Brand Image and The Purchase Decision
PENULIS: Reza Afrian, Sutopo
Sutopo
Kode Jurnal: jpmanajemendd170980
