INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND PRICE ON PURCHASE DECISION MARTABAK SAN FRANSISCO BANDUNG
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Date
2020
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Solid State Technology Volume: 63 Issue: 3
Abstract
The lifestyle of today's society, which tends to be dynamic, has made culinary a necessity so that
competition in this industrial sector is getting tighter. This research was motivated by the fluctuation of sales
results for the San Francisco martabak. This study aims to analyze the effect of brand image and price on
purchasing decisions for Martabak San Francisco. Respondents involved in this study were 100 consumers who
had visited Martabak San Francisco. The method used is descriptive technique. The data was collected by
distributing questionnaires directly and the data analysis method was carried out by multiple linear regression
using SPSS software. The results showed that partially brand image and price significantly influence purchasing
decisions Martabak San Francisco. Based on the results of the F test, the results showed that simultaneously and
significantly the brand image and price have an effect on purchasing decisions Martabak San Francisco. The
coefficient of determination is 84.8%, which means that the purchase decision for Martabak San Francisco is
influenced by brand image and price variables, while the rest can be explained by other variables not examined
in this study.
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Keywords
Brand Image, Price, Purchasing Decisions