Pengaruh Citra Merek, Harga, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Lapis Kukus Tugu Malang)

Abstract

Abstract

 

This study aims to analyze the effect of brand image, price, product quality and promotion on purchasing decisions of lapis kukus tugu malang. The population in this study were consumers of lapis kukus tugu malang who had purchased this product. The sampling method used a purposive sampling technique which was used based on certain criteria by using a questionnaire distributed to 105 respondents. The results of the research partially show that product quality and promotion have a significant effect on purchasing decisions while brand image and price have no significant effect on purchasing decisions. Simultaneously brand image, price, product quality and promotion have a significant effect on purchasing decisions.

 

Keywords: Brand Image, Price, Product Quality and Promotion