ANALISA PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN CINCAU STATION DI GRAND CITY, SURABAYA

Abstract

The purpose of this study was to determine the effect of brand image, product quality and price on the purchasing decisions of Cincau Station customers in Grand City, Surabaya. Data collection techniques were carried out by giving questionnaires to Cincau Station customers in Grand City Surabaya. The number of samples used is 50 customers. The sampling technique is purposive sampling. The technique used in data analysis was multiple linear regression using the SPSS version 25 statistical program. Based on the results of hypothesis testing, it shows that brand image, product quality, and price simultaneously influence the purchasing decisions of Cincau Station customers in Grand City Surabaya so that the first hypothesis is accepted. Furthermore, the results of this study also show that the independent variables of brand image, product quality, and price that have a dominant influence on the purchasing decisions of Cincau Station customers in Grand City Surabaya are brand image so that the second hypothesis is accepted. Cincau Station should be able to enhance a positive brand image