PENGARUH CITRA MEREK, PERSEPSI HARGA, PERSEPSI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN EIGER MALANG (STUDI KASUS PADA KONSUMEN EIGER MALL OLYMPIC GARDEN)

Abstract

ABSTRACTThis study aims to determine the effect of brand image, price perception and perception of product quality partially on the poor Eiger purchase decision. To determine the effect of brand image, price perception and the perception of product quality simultaneously on the purchasing decisions of the poor Eiger. The population of this study was Eiger Mall Olympic Garden Consumers which amounted to 450 while the sample in this study amounted to 82 consumers. Data analysis using multiple linear regression analysis.The results showed that brand image, price perception, and perception of product quality partially had a significant effect on Eiger Malang purchasing decisions. Brand image, price perception, and perceived product quality simultaneously have a significant effect on Eiger Malang purchasing decisions. Keywords: brand image, price perception, product quality perception, purchase decision