Abstract
This study aims to examine theeffect of the effect of product quality, brand image and price on the purchasing decision of Surya Gudang Garam on Surya Gudang Garam cigarette consumers in Surabaya. The study population was the consumer of Surya Gudang Garam cigarettes in the city of Surabaya. The sampling technique used in this study is probability sampling. This study uses multiple regression analysis with panel data as a data processing tool using the SPSS 25 software program. The results found that product quality has a negative and insignificant effect on purchasing decisions, while price has a positive and significant effect on purchasing decisions, and brand image. positive and significant effect on purchasing decisions
Highlights
In the modern era like today, smoking is one of the factors that influence people's main lifestyle
There is a fairly tight industrial competition between the products of PT Gudang Garam Tbk and PT Sampoerna which have flagship products, a brand image that is well known to the public and the phenomenon of price increases that have been decided by the minister of finance so this research is made to determine whether product competition, image brand and price influence the sales levels of these large companies
From the results of the t test on the product quality variable, it shows that the product quality is not significant to the purchase decision, it is stated that the product quality variable does not affect the purchasing decision of Gudang garamsolar cigarettes
Summary
In the modern era like today, smoking is one of the factors that influence people's main lifestyle. Based on data from the 2018 National Basic Health Research (Riskesdas), the prevalence of smoking in adolescents aged 10 years to 18 years has increased by 1.9%. This percentage figure far exceeds the upper limit set by the 2019 RPJMN of 5.4%. 1 in Indonesia in the SKM Full Flavor category This filter cigarette brand is available in three packs, namely 12 and 16 sticks for regular packs and 50 sticks for cans. In the picture above shows the sales of SKM Gudang Garam solar cigarettes in 2014 decreased until 2016 and experienced an increase in the following years, namely in 2017 and 2018, in 2017 with total sales of 70,033 sticks and in 2018 with total sales of 76,962. There is a fairly tight industrial competition between the products of PT Gudang Garam Tbk and PT Sampoerna which have flagship products, a brand image that is well known to the public and the phenomenon of price increases that have been decided by the minister of finance so this research is made to determine whether product competition, image brand and price influence the sales levels of these large companies
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