Jurnal Simki Economic
Vol 4 No 2 (2021): Volume 4 Nomor 2 Tahun 2021

Dulux Wall Paint Purchase Decision: The Role of Brand Image, Price, And Product Quality on Consumer Behavior of Paint Products

Mohammad Djaelani (Universitas Sunan Giri Surabaya)
Didit Darmawan (Universitas Mayjen Sungkono)



Article Info

Publish Date
25 Nov 2021

Abstract

Increased economic growth affects consumer needs. Consumer needs for buildings, not only based on its function but also its beauty. One of them is the need for paint. This study aims to determine the effect of brand image, price, and product quality on purchasing decisions. The population of this study is the consumers of Dulux wall paint in the city of Surabaya. The sample of this study consisted of 100 respondents. The sampling technique used the Accidental Sampling method. The analysis technique used is multiple linear regression. The results showed that brand image, price, and product quality partially had a significant influence on purchasing decisions. In addition, brand image, price, and purchasing decisions have a significant role in simultaneous purchasing decisions.

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Journal Info

Abbrev

JSE

Publisher

Subject

Economics, Econometrics & Finance Social Sciences

Description

Journal Simki Economic is open access, peer-reviewed journal whose objectives is to publish original research papers related to the Indonesian economy and business issues. This journal is also dedicated to disseminating the published articles freely for international academicians, researchers, ...