THE EFFECT OF PROMOTION, PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASE DECISIONS HOUSEHOLD APPLIANCE

  • Della Silvia Sekolah Tinggi Ilmu Ekonomi Surakarta

Abstract

Abstract


This study aims to determine the effect of promotion, price, product quality and brand image simultaneously or partially on purchasing decisions on household appliances at the Metro Campus in Solo Raya. The sampling technique used was quantitative methods, the population used in this study were all consumers who bought household appliances at the Metro Campus with a sample of 100 respondents. While the data analysis technique used is the multiple linear regression method. These results indicate that based on the t test, it can be seen that the promotion and price variables do not have a significant influence on purchasing decisions, while product quality and brand image have a significant and positive influence on purchasing decisions.


Keywords: promotion, price, product quality and brand image.

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Published
2022-07-25
How to Cite
SILVIA, Della. THE EFFECT OF PROMOTION, PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASE DECISIONS HOUSEHOLD APPLIANCE. JURNAL EKOBIS DEWANTARA, [S.l.], v. 5, n. 3, p. 225-239, july 2022. ISSN 2656-4149. Available at: <https://jurnalfe.ustjogja.ac.id/index.php/ekobis/article/view/3040>. Date accessed: 29 sep. 2022. doi: https://doi.org/10.26460/ed_en.v0i01.3040.