Pengaruh Citra Merek, Kualitas Produk, dan Promosi Terhadap Keputusan Pembelian

Abstract

ABSTRAK
This study aims to determine the influence of brand image, product quality and promotion of consumer purchasing decision INK helmet in Purworejo district. The study was conducted by distributing questionnaires as primary data directly on site. The sample in this research is 100 people, Data analysis technique used to answer the hypothesis is multiple regression. The results of this study indicate that: (1) Brand image has a significant positive effect on consumer purchasing decision of INK helmet in Purworejo district. This is evidenced by the results of t test statistics for trust variables obtained t count 3.422 greater than t table 1.984 with significance 0.001 smaller than 0.05; (2) The quality of the product has a significant positive effect on consumer purchasing decision of INK helmet. This is evidenced by the results of t test statistics for store image variables obtained t count equal to 6.358 greater than t table 1.984 with significance 0.000 smaller than 0.05; (3) Promotion has a positive effect but not on consumer purchase decision of INK helmet. This is evidenced by the value of statistical tests t arithmetic of 1.107 smaller than t table 1.984 with significance of 0.271 greater than 0.05.
Keywords: Brand Image, Product Quality, Promotion and Purchase Decision.