<![CDATA[Abstrak Tujuan penelitian ini adalah untuk menganalisis pengaruh masing-masing kualitas produk, citra merek, dan persepsi harga terhadap keputusan pembelian. Populasi dalam penelitian ini adalah para pembeli mobil Wuling Confero di Kota Semarang dengan sampel sebanyak 100 responden dan ditentukan menggunakan teknik non purposive sampling. Data primer diperoleh menggunakan kuesioner sedangkan data sekunder dengan menggunakan studi pustaka. Berdasarkan hasil uji SPSS versi 25.0 diperoleh bahwa uji instrumen penelitian menunjukkan semua indikator valid dan semua variabel reliabel. Berdasarkan uji F semua variabel bebas secara simultan berpengaruh terhadap keputusan pembelian. Berdasarkan hasil koefisien regresi dan uji t menunjukan, bahwa variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel citra merek tidak berpengaruh terhadap keputusan pembelian, dan variabel persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Citra Merek, Persepsi Harga dan Keputusan Pembelian Abstract The purpose of this study was to analyze the effect of each product quality, brand image, and price perception on purchasing decisions. The population in this study were the buyers of Wuling Confero cars in Semarang City with a sample of 100 respondents and determined using non-purposive sampling technique. Primary data was obtained using a questionnaire while secondary data was obtained by using a literature study. Based on the results of the SPSS version 25.0 test, it was found that the research instrument test showed all indicators were valid and all variables were reliable. Based on the F test all independent variables simultaneously affect the purchase decision. Based on the results of the regression coefficient and t test, it shows that the product quality variable has a positive and significant effect on purchasing decisions, the brand image variable has no effect on purchasing decisions, and the price perception variable has a positive and significant effect on purchasing decisions. Keywords: Product Quality, Brand Image, Price Perception and Purchase Decision.]]>
