EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS)
Vol 4 No 2 (2022): November 2022

The Influence of Brand Image, Price, Product Quality, and Distribution on Purchase Decisions for Fiesta Chicken Nugget Products (Smart Superstore Medan City)

Andriasan Sudarso (Universitas IBBI, Medan)
Lili Suryati (Universitas IBBI, Medan)
Lenny Menara Sari Saragih (Universitas IBBI, Medan)
Fajrillah Fajrillah (Universitas IBBI, Medan)
Shamir Hasyim Syarif (Universitas IBBI, Medan)
Klara Ratna Putri Nazara (Universitas IBBI, Medan)

Article Info

Publish Date
26 Nov 2022

Abstract

The purpose of this study was to determine the effect of brand image, price, product quality, and distribution on decisions in purchasing products from Fiesta Chicken Nugget (Smarco Superstore, Medan City). The results of the multiple linear regression test Y= 1.409 + 0.102X1 - (-0.045) X2 + 0.711X3 + 0.127X4+e. The results showed that partially Brand Image, Price, Product Quality, and Distribution, on the Purchase Decision of Fiesta Chicken nuggets. And the results of the study simultaneously showed that Brand Image, Price, Product Quality, and Distribution, had a significant and significant effect on Purchase Decisions. The coefficient of determination obtained for the partial effect of Brand Image, Price, Product Quality, and Distribution, on Purchase Decisions is obtained by 70%, while the remaining 30% is influenced by other factors not examined in this study.

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Journal Info
EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS)
Website

Abbrev

ekuitas

Publisher

Forum Kerjasama Pendidikan TInggi

Subject

Economics, Econometrics & Finance

Description

1. Auditing, 2. Financial Management, 3. Marketing Management, 4. Strategic Management, 5. Organizational Behavior, 6. Operations Management, 7. Change Management, 8. Management of Sharia, 9. Knowledge Management 10.Entrepreneurship, 11.E-Business, 12.Business Management, 13.Capital Market, 14.Risk ...