Abstract
This study seeks to examine the influence of Brand Image, Price Perception and Product Quality on Purchasing Decisions, both individually and simultaneously. The research adopts a quantitative approach, utilizing primary and secondary data sources. Primary data were collected through respondents, observations, and documentation, with a sample size of 96 respondents. Data analysis methods include Validity and Reliability Testing, Multiple Linear Regression Analysis and Hypothesis Testing, conducted using SPSS version 20. The findings indicate that: (1) Brand Image, Price Perception, and Product Quality collectively have a significant impact on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; (2) Brand Image individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; (3) Price Perception individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan; and (4) Product Quality individually has a significant effect on the Purchase Decision of Cat Choice Brand Cat Food at Phiko Cat Shop Balikpapan.
Published Version
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