PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RABBANI STORE DI KOTA MAGELANG

Abstract

This study aims to determine the influence of product quality, price, promotion, and brand
image, to purchase decisions. Sampling method with Purposive Sampling method with sample
of 100 respondents. The analysis tools used are multiple linear regression with the help of
SPSS programs. The results of the study showed partial product quality and prices were
positively and significantly influential on purchasing decisions. Promotions and brand images
have no effect on purchasing decisions. Coefficient of determination indicating that 36.1% of
product quality, price, promotion, and brand image variables affect purchasing decisions,
while the remaining 63.9% is influenced by other variables not researched.