ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN (STUDI KASUS BREM CANDI MAS)

Abstract

This study aims to: 1) know and analyze the influence of product quality factors on the purchase decision of Candi Mas brem, 2) know and analyze the influence of price perception factors on the purchase decision of Candi Mas brem, 3) know and analyze the influence of brand image factors on the purchase decision of Candi Mas brem, 4) know and analyze the influence of promotional factors on the purchase decision of brem Candi Mas,  and 5) knowing and analyzing product quality, price perception, brand image, and promotion on purchasing decisions as well as factors that have a dominant influence on the purchase decision of Candi Mas brem. This research is a case study using data from 100 respondents. Data collection instruments in this study were questionnaires, interviews, and observations. Questionnaire data processing uses multiple linear regression statistical tests, while the results of interviews and observations are processed in the form of qualitative descriptions. These results show that stimulated variables of product quality, price perception, brand image, and promotion affect purchasing decisions