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All Journal Ekopedia: Jurnal Ilmiah Ekonomi
Mirna Bungasari
Universitas Slamet Riyadi
Economics, Econometrics & Finance

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Pengaruh kualitas Produk, Harga, dan Citra Merek terhadap Keputusan Pembelian Konsumen Cimory di Kecamatan Juwiring Klaten Mirna Bungasari; Sumaryanto Sumaryanto
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/byetvz79

Abstract

This study aims to analyze the effect of product quality, price, and brand image on consumers' purchasing decisions of Cimory products in Juwiring District, Klaten. This research employed a quantitative approach with primary data obtained directly from respondents through questionnaires. The sampling technique used was purposive sampling with a total of 100 respondents. Data analysis techniques included multiple linear regression, t-test, F-test, and coefficient of determination (R²). The regression equation obtained was Y = 0.731 + 0.567X₁ + 0.195X₂ + 0.215X₃ + e. The t-test results showed that product quality (t = 7.537; sig. 0.000), price (t = 2.570; sig. 0.012), and brand image (t = 3.404; sig. 0.001) each had a significant effect on purchasing decisions of Cimory consumers in Juwiring District, Klaten. The F-test results showed an F-value of 119.729 with a significance of 0.000 (< 0.05), indicating that the three variables simultaneously had a significant effect on purchasing decisions. The Adjusted R Square value of 0.783 indicated that product quality, price, and brand image explained 78.3% of the variation in purchasing decisions, while the remaining 21.7% was explained by other variables outside the research model, such as promotion.
Co-Authors Sumaryanto Sumaryanto