THE ROLE OF PRODUCT QUALITY, PRICE, BRAND IMAGE, AMD SERVICE QUALITY ON PURCHASE DECISIONS

PERAN KUALITAS PRODUK, HARGA, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This study aims to determine how much influence product quality, price, brand image, and service quality have on
purchasing decisions. The population used is prepaid Telkomsel users in Bandar Lampung. This study used a type of
quantitative approach using explanatory. The sampling technique used purposive sampling with non-probability
sampling method and the number of samples was 100 respondents. This study uses multiple linear regression
analysis techniques with the SPSS 26.0 program. The results of this study indicate that partially the variables of
product quality, price, brand image, and service quality have a positive and significant effect on purchasing
decisions. The result of the F test in this study incicate variables of product quality, price, brand image, and service
quality simultaneously have a significant effect of 69.8% on purchasing decisions. The result of the correlation
coefficient research show that the R-square value is 53.4% while the remaining 43.4% is influenced by othet variable
not examined in this study, and the R-value obtained in this study is 0.731 and is included in the category of stong
relationship level.