ANALISIS PENGARUH PREFERENSI MEREK, PERSEPI KUALITAS, PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS UNTUK PENJUALAN JIWA TOAST CITRALAND SURABAYA MELAUIMEDIA E-COMMERCE)

Abstract

As a breakthrough in increasing the number of customers as a marketing strategy, the management of Jiwa Toast Citraland Surabaya is trying to maintain and increase brand preferences, quality perceptions and customer value perceptions of the product. Brand preference is considered effective in influencing consumers about a product/service because it tends to contain an honest experience or person's choice of a particular product/service in addition to maintaining product quality and customer value perceptions. This research aims to find out and analyze how much influence Brand Preference, Perceived Quality and Perceived Value have on the Purchasing Decisions of Jiwa Toast Citraland Surabaya customers. The method used in this research is a quantitative method with multiple linear regression analysis techniques. The results of this researchconclude that there is a positive and significant influence, both partially and simultaneously, from Brand Preference, Perceived Quality and Perceived Value on the Purchasing Decisions of Jiwa Toast Citraland Surabaya customers.