Pengaruh Persepsi Citra Merek, Persepsi Kualitas Produk dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Distro Bloods di Kota Tegal

Abstract

The rise and fall of Bloods Distro sales volume is caused by Bloods Distro members who do not place orders every month. If a member does not transact consecutively for one year or more, the Bloods Distribution Company will automatically deactivate the member. Apart from the lack of member updates in selling to consumers, the purchase rate has decreased because it is influenced by customer buying interest in Brand Distros, where customers who are initially interested in buying Brand Distros in a certain month then become not interested in making repeat purchases even though different brands are offered. brand previously offered by the consultant. The purpose of the study, to analyze (1) whether brand image affects purchasing decisions, (2) whether product quality affects purchasing decisions, (3) whether price perceptions affect purchasing decisions, (4) whether brand image, product quality and price perceptions simultaneously influence the purchasing decision of Bloods distribution in Tegal City. The method used in this research is a quantitative method. The number of samples is 100 respondents, purposive sampling technique, data collection using a questionnaire, analysis tool using multiple regression. The results of the study, (1) Brand image variables have no effect on purchasing decisions, (2) Product quality variables affect purchasing decisions, (3) Price perception variables affect purchasing decisions, (4) Brand image variables, product quality and price perceptions simultaneously influence on purchasing decisions for Bloods distributions in Tegal City, (5) the percentage of variable contribution obtained is 67.90%, meaning that variations in bloods distributions purchasing decisions in Tegal City can be explained by brand image, product quality and price perception. The remaining 32.10%, explained by other factors outside the model.