Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Store Thriftermlg Di Kota Malang

Abstract

Abstract

 

This study was conducted to determine the effect of brand image, price, and product quality on consumer purchasing decisions at the Thriftermlg Store in Malang City. This research is a quantitative type using descriptive methods, to describe the existing phenomena. The population in this study are consumers who buy used imported clothes at thriftermlg. From this population a sample will be determined using the formula method from Slovin so that a sample of 70 samples is obtained. Data analysis in this study consisted of instrument testing, classical assumption test, multiple regression analysis, hypothesis testing, and coefficient of determination test. The results of this study indicate that based on the results of the t test there is a partial influence between the variables of brand image, price, and product quality on purchasing decisions. Adjusted R Square of 48.6% to the dependent variable, namely the purchase decision can be explained by the variables Brand Image (X1), Price (X2), Product Quality (X3), while 51.4% is explained by other variables outside the research model.

 

Keywords: Purchase Decision, Brand Image, Price, Product Quality