Pengaruh Brand Image, Harga dan Kualitas Produk terhadap Keputusan Pembelian (Studi Kasus Pelanggan pada Toko Roti Gembong Gedhe)

Abstract

This study aims to analyze the influence of brand image, price, and product quality on purchasing decisions at Gembong Gedhe Bakery. The population of this study consisted of all consumers of Gembong Gedhe Bakery, with a sample of 80 respondents. Sampling was carried out using the purposive sampling method with the criteria of consumers who have wishes and visits more than once at the Gembong Gedhe Bakery Pekalongan and are over 17 years old. This research method uses quantitative research. The researchers' data collection technique is carried out by observation and distribution of questionnaires directly by visiting the object of research, namely to consumers who have made a decision to purchase Roti Gembong Gedhe in Tegal Regency, which will then be used as a sample. Data analysis techniques used include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing through t tests and F tests, and coefficient of determination (R2) analysis. This analysis aims to examine the influence of promotion, brand image, and product quality on purchasing decisions. The results showed that: a) brand image has a positive and significant direction on purchasing decisions at Gembong Gedhe Bakery with an influence contribution of 34.8%, b) prices have a positive and significant direction on purchasing decisions at Gembong Gedhe Bakery with an influence contribution of 29.5%; c) product quality has a positive and significant direction towards purchasing decisions at Gembong Gedhe Bakery with an influence contribution of 40.6%. 4) service quality, price, and product quality simultaneously have a positive and significant direction towards customer satisfaction, independent variables simultaneously influence purchasing decisions at Gembong Gedhe Bakery. The results showed that the variables that significantly influenced purchasing decisions were the influence of brand image, price, and product quality. While the dominant influential variable is the product quality variable.