PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEREK EIGER KOTA BANDUNG
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Date
2022-05-16
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Abstract
Outdoor activities are a trend in society. Outdoor products have also been used as
lifestyle product and daily activities. The large selection of outdoor products
iariablei by various brands will determine consumer purchasing decisions. This
study aims to determine the effect of brand image, price and quality of Eiger brand
products in Bandung.
The sampling technique in this study used a non-purposive sampling method,
incidental purposive sampling technique. The data collection technique uses a
questionnaire that uses a likert scale. From a population of 1881 visitors with a
sampling error of 5 % resulted 330 respondents. The analysis of this research is
multiple linear regression, then processed using SPSS 26 program.
Based on the result of the study, the analysis of the t-test that brand image partially
has no positive and insignificant effect with a value of 0.602>0.05, price partially
has no positive and insignificant effect with a value of 0.018>0.05, while product
quality partially has a positive and significant effect with value 0.000<0.05.
Meanwhile, based on the results of the analysis of the F test simultaneously brand
image, price and product quality have a positive and significant effect with a value
of 0.000<0.05. Of the three independent variables, only product quality has an
effect on purchasing decisions for Eiger brand products.
Keyword: Brand Image, Price, Product Quality, Purchase Decision, Eiger
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Keywords
Citra Merek, Harga, Kualitas Produk