PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN DI HAUS! JABODEBEK

Abstract

This study aims to analyze the effect of brand image, perceived price, and product quality on purchasing decisions. Research subjects at outlets Haus Cibinong
City Mall. Brand image, price perception and product quality are the independent variables while the dependent variable is the purchase decision. The population of this study consisted of customers who had purchased Haus products at least once. Researchers surveyed 100 respondents. Sampling in this study using accidental sampling technique. Techniques where the sample is determined without planning. the data used in this study is primary data, the research instrument is a questionnaire. The analysis tools include SPSS 27 validity test, reliability test, F test, T test, coefficient of determination test (R2), and multiple linear regression. The results showed that brand image, perceived price and product quality had a positive and significant effect on purchasing decisions