PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KECAP MANIS MEREK BANGO

  • Irvan Stanlie
Keywords: Price, Product Quality, Brand Image, Buying Decision

Abstract

From the analysis using multiple linear regression method, the obtained results that
variable of price has a significant impact on buying decision with result t-test (partial) obtained t
value > t table (3.693 >1.993) with significant obtained about 0.000 < 0.05 then Ho rejected and Ha
accepted. Variable of product quality has a significant impact on buying decision with result t-test
(partial) obtained t value > t table (2.787 >1.993) with significant value obtained about 0.007 < 0.05
then Ho rejected and Ha accepted. Variable of brand image has a significant impact on buying
decision with result t-test (partial) obtained t value > t table (2.289 >1.993) with significant value
obtained about 0.025 < 0.05, then Ho rejected and Ha accepted. Variable of price, product quality,
and brand image that simultaneous has a significant impact on buying decision with result F-test
(simultaneous) obtained F value > F table (17.126 > 2.730) with significant value obtained about
0.000 < 0.05 then Ho rejected and Ha accepted. Dimensions Coefficient of determination about
0.389 or 38.9% which means independent variables consisting of price, product quality, and brand
image has a contribution obtained 38.9% toward buying decision, while the remaining (100% -
38.9% = 61.1%) was influenced by factors other factors that are not discussed in this study.

Published
2019-02-12
How to Cite
Stanlie, I. (2019). PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KECAP MANIS MEREK BANGO. JEBI | Jurnal Ekonomi Bisnis Indonesia, 13(2), 51-61. https://doi.org/10.36310/jebi.v13i2.103
Section
Articles