THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASE DECISIONS FOR ULTRA UHT MILK PRODUCTS DURING THE COVID-19 PANDEMIC IN INDONESIA
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Date
2021
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Journal ISSN
Volume Title
Publisher
WIBEST-II
Abstract
this study aims to determine the effect of price, product quality, and brand
image on purchasing decisions of UHT milk in Indonesia. The research method
used in this research is by distributing questionnaires to all users of UHT milk
products, using probability sampling technique or random sampling is a sampling
technique carried out by providing opportunities or opportunities for all members
of the population to become samples. This sample obtained is expected to be a
representative sample. Using this technique because this study provides
opportunities for all users of ultra milk to be a sample of 97 respondents. This study
uses the Multiple Linear Regression method which is directed to analyze the truth
of the data to determine the effect between the independent variable and the
dependent variable. The results of this study can be concluded that the variables of
price, product quality, and brand image simultaneously have a significant effect on
purchasing decisions as evidenced by the results of the simultaneous test (f test)
and partial test (t-test).
Description
Keywords
Price, Product Quality, Brand Image, Purchasing Decisions