THE EFFECT OF BRAND IMAGE, PRODUCT PRICE, AND PRODUCT QUALITY ON PURCHASE DECISIONS

Dhea Alvyonita Millaniasari, Dian Citaningtyas Ari Kadi

Abstract


The research method used is a quantitative approach. The population in this research is all consumers of the Champion Geprek Chicken in the Madiun Branch, the exact number of which is not known. The sampling technique used is purposive sampling with a total research sample of 385 consumers. The data analysis used is descriptive analysis, instrument testing, classical assumption testing, linear regression analysis. multiple, hypothesis testing, and coefficient of determination, The research results show that: 1) partially the brand image variable (X1) has a positive and significant influence on purchasing decisions; 2) partially the product price variable (X2) has a positive and significant influence on purchasing decisions; 3) partially the product quality variable (X3) has a positive and significant influence on purchasing decisions.

Keywords: Brand Image, Product Price, Product Quality

 


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References


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