KEPUTUSAN PEMBELIAN DIDOMINASI CITRA MEREK, KUALITAS PELAYANAN DAN HARGA

Abstract

Purpose- this study aims to identify and analyze to obtain empirical evidence of the effect of brand image, service quality and price on purchasing decisions

Method- This study uses a quantitative approach with multiple regression analysis. By distributing questionnaires as a tool to measure how far the independent variables affect the dependent variable. The sample used was 150 respondents. The analytical method used was instrument test (validity test and reliability test) classical assumption test, multiple regression analysis, coefficient of determination and hypothetical test using SPSS.

Findings- The results of the first finding explain that the more trusted a brand image of a product is, the more purchasing decisions will increase. The second finding explains that the better and friendlier the service quality, the more it will encourage consumers to make purchasing decisions. The third finding explains that if the price offered is appropriate, it will attract consumers to make a purchase decision. The fourth finding explains that brand image, service quality and price influence purchasing decisions.

Implications- theoretical research results. The implications of this research explain the theory of consumer behavior with the concept of marketing management. The practical implications of the results of this study help business people to improve brand image, service quality and price on purchasing decisions.

Keywords: Brand Image, Service Quality, Price, Purchase Decision