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Tatit Diansari Reskiputri
Universitas Muhammadiyah Jember
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The Role of Brand Image, Product Quality and Price in Improving Product Purchasing Decisions Muhammad Edo Fiorentino; Maheni Ika Sari; Tatit Diansari Reskiputri; Nurul Qomariah
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 6, No 3 (2023): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v6i3.7734

Abstract

This study aims to determine the effect of brand image, product quality and price on purchasing decisions for tofu products at Tamanan Bondowoso). The population is all people who buy tofu products at Tamanan Bondowoso. The number of samples was determined as many as 90 respondents with non-probability sampling technique and purposive sampling method. To test the measuring tool in the form of a research questionnaire, the validity test tool and data reliability test tool are used. Multiple linear regression analysis, F test and t test were used to test the research hypothesis. The test results show that there is a significant influence between brand image and purchasing decisions with a significance level of 0.013 (<0.05). The second result shows that there is a significant influence between product quality and purchasing decisions with a significance level of 0.002 (p <0.05). The third result shows that there is a significant effect between price and purchase decision with a significance level of 0.002 (p <0.05). Thus it can be concluded that the independent variables consisting of brand image, product quality and price together have an effect on the dependent variable (Y) purchasing decisions.
Co-Authors Abadi Sanosra Achmad Hasan Hafidzi Adi Laksono Ahmad Izzuddin Ahmad Izzuddin Ahmad Izzudin Akhmad Suharto Anggraini, Desta Rezzy Apvellyo Dhymas Adjie Pangestu Atika, Nur Auliannisa Vistya Dianty Azhad, Muhamad Naely Bayu Wijayantini, Bayu Dian Septi Riski Illahi Dicaprio El Moslem Dinanti, Hilda Setia Dwi Budi Santoso Eko Budi Satoto Ela Fatmawati Fajar, Moh Febian Dewi Maharani Feti Fatimah Friskia Hia, Yohana Gautama, Gilang Haris Hermawan Haris Hermawan, Haris Husen Randi Ira Puspitadewi S Isti Fadah Iwan Bahtiar Izzudin, Ahmad Khasanah, Kamalia Maulidatul Khoiruzzaki, Kiky Lastika Wiradita Andrayani Putri M Naely Azhad Maharani, Febian Dewi Maheni Ika Sari Martini, Ni Nyoman Putu Masluhah S, Masluhah S Mochamad Alfan Firmansyah Moh Fajar Moh. Halim Muhammad Edo Fiorentino Muhammad Firzil Rohim Ghifary Munir, khoirul Murtaliningtyas, Wenny Ningrum, Della Septia Nufita Dewi Nur Sabilillah Ayuningtias Nurhayati Megayani Nursaidah Nursaidah Nursaidah Nursaidah, Nursaidah Nursaidah, Nursaidah Nurul Qomariah Oktavilia, Diah Ajeng Pangestu, Apvellyo Dhymas Adjie Pradista, Dyah Alfiani Pratama, Lybel Vega Purnamasari, Erfina Putri Purnamie Titisari Puspitadewi S, Ira Puspitadewi, S, Ira Putra, Fahrul Syah Putri, Maulidia Rahma Eka ramadhan, wildan aditya Raudatul Safitri Reza Vannes Fahlevy Risa Holwati Rizki Romadhoni Robbani, Ahmad Faydhur Romadhoni, Rizki Rusdiyanto Rusdiyanto Rusdiyanto Rusdiyanto, Rusdiyanto Sani, Muhammad Mahrus Septy Holisa Umamy Sevia Artha Ansheila Siti Naisyah Suharto, Akhmad Sutrisno, Mashluhah Suwinda, Agustin Cipta Toni Herlambang Trias Setyowati Trias Setyowati Trias Setyowati, Trias Tyas, Wenny Murtalining Umamy, Septy Holisa Uswatul Khasanah Valentha, Fangky Vedhia Wahyu Eko Setianingsih Wahyu Eko Setianingsih Wahyu Wulandari Wanda Anggraini Rahayu Wenny Murtalining Tyas Wicaksono, Deni Arto Winahyu, Pawestri Yohanes Gunawan Wibowo Yusi Saharani