Pengaruh Brand Image Persepsi Harga dan Kualitas Produk terhadap Keputusan Pembeli Air Minum Dalam Kemasan Merek Cleo

Abstract

This study aims to determine whether the brand image, price and product quality have a significant effect on purchasing decisions for bottled drinking water. The research method used is a quantitative approach, with data collection techniques in the form of a questionnaire. The population in this study were all consumers of bottled drinking water with the CLEO brand in Karangandong village, Driyorejo sub-district, Gresik district, who made purchasing decisions. The sampling technique used purposive sampling with a probability method with a specified sample size of 100 people. The data analysis technique used is multiple linear regression. The hypothesis test in this study shows that the three independent variables have a significant effect on the dependent variable. This is evidenced by the t value of the brand image variable of 2.410 with a significant value of 0.018, then the t value of the price variable of 4.104 with a significant value of 0.000, and evidence of the t value of the variable product quality of 3.287 has a significant effect of 0.001. Brand image, price and product quality have a significant positive effect on purchasing decisions. This is evidenced by the calculated F value of 15,349 with a significant amount of 0,000.