EFFECT OF PRODUCT QUALITY, PRICE PERCEPTION, AND BRAND IMAGE ON PURCHASE DECISION FOR BIR BINTANG IN SOLORAYA

product quality ,price perception, brand image, purchase decision

Abstract

This study aims to determine the effect of variable product quality, price perception, and brand image on purchasing decisions of Bir Bintang in Soloraya and simultaneously and to determine which variables have the most influence on purchasing decisions between variables of product quality, price perception, and brand image.

The data collection method was carried out by using a questionnaire containing statements about the research variables. The data that has been collected is then tabulated and processed using instrument data test, classical assumption tests, multiple linear regression analysis, hypothesis testing and the coefficient of determination. The results of the analysis show that the variables of product quality, pricejperception, and brand image each have a positivei and significanti effect on purchasing decisions.

This study has limitations in data collection because respondents are limited to consumers aged 21 years and over and domiciled in Soloraya, so that it does not describe Bir Bintang consumers in Indonesia.