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All Journal Enrichment : Journal of Management
Nurfahrisya Adisti Anggraeni
Universitas Pelita Bangsa, Indonesia
Economics, Econometrics & Finance

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The influence of price product quality and brand image on purchase decisions bear brand milk Nurfahrisya Adisti Anggraeni; Primaraga Sumantri Indra Wicaksana
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1437

Abstract

The aim of this study was to analyze the partial influence between Price, Product Quality, and Brand Image on Purchasing Decisions on Bear Brand Milk products at Pelita Bangsa University. The sampling method used by researchers is nonprobability sampling with an accidental sample method with a sample size of 100 respondents who are consumers who have purchased Bear Brand Milk at Pelita Bangsa University. The research was conducted using SPSS version 25. To collect data, researchers conducted a questionnaire distribution survey and literature study. The type of research used is quantitative. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear analysis and hypothesis testing. the results of this study are three independent variables, namely price, product quality and brand image partially have a positive and significant effect on purchasing decisions
Co-Authors Primaraga Sumantri Indra Wicaksana