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

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.