Abstract

 Abstract
 
 The purpose of this study was to analyze the influence of Price Perception, Product Quality and Brand Image on Purchasing Decisions on Sari Roti consumers in Wonodri Village Semarang. The population in this study were all consumers who bought Sari Roti in Indomart. The sample is 130 people. The sampling technique used is stratified proportional sampling. The data analysis tool used in this study is multiple regression analysis. Based on the results of the study: There is a positive and significant influence between Price Perception on Purchasing Decisions, There is a positive and significant influence between Product Quality on Purchasing Decisions, There is a positive and significant influence between Brand Image on Purchasing Decisions, Simultaneously there is a positive and significant effect between Price Perception , Product Quality and Brand Image on Purchasing Decisions.
 
 Keywords: Price Perception, Product Quality, Brand Image, Purchasing Decision
Highlights
The purpose of this study was to analyze the influence of Price Perception, Product Quality and Brand Image on Purchasing Decisions on Sari Roti consumers in Wonodri Village Semarang
The data analysis tool used in this study is multiple regression analysis
4. Secara simultan terdapat pengaruh yang positif dan signifikan antara Persepsi Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian, hal ini dibuktikan dalam analisis statistik dimana F-hitung 56,964 > F-tabel 2,677 atau sig F 0,000 ≤ 0,05, dengan demikian H4 diterima
Summary
Instrumen Penelitian Kuesioner adalah suatu metode dimana peneliti menyusun daftar pertanyaan secara tertulis yang kemudian dibagikan kepada responden dalam hal ini konsumen membeli Sari Roti di Indomart di Semarang yaitu Indomaret Wonodri Krajan, Indomaret Wonodri Sendang dan Indomaret Singosari guna memperoleh data yang berhubungan dengan kegiatan penelitian yaitu Persepsi Harga, Kualitas Produk, Citra Merek dan Keputusan Pembelian. Dalam penelitian analisis data kuantitatif digunakan untuk mengolah data yang diperoleh dari jawaban kuesioner kemudian diolah dan dilakukan pengujian hipotesa dengan menggunakan bantuan SPSS. Analisis ini digunakan untuk mencari persamaan regresi dari pengaruh antara Persepsi Harga (X1), Kualitas Produk (X2), dan Citra Merek (X3) terhadap Keputusan Pembelian (Y). Perpajakan Dari persamaan regresi berganda tersebut dapat dijelaskan bahwa Persepsi Harga (X1), Kualitas Produk (X2) dan Citra Merek (X3) berpengaruh positif terhadap Keputusan Pembelian Analisis pengujian hipotesis dengan Uji t : 1.
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