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All Journal Jurnal Manajemen Universitas Bung Hatta
Deni Gea
Sekolah Tinggi Ilmu Ekonomi “ KBP”. Padang
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH HARGA, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK OBAT BERMEREK PADA PT. BERNOFARM Sumiati Sumiati; Deni Gea
JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA Vol 16 No 1 (2021): Jurnal Manajemen Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v16i1.18324

Abstract

This study aims to examine how the Price, Brand Image and quality influence on purchasing decisions for branded drug products. This research was conducted at PT. Bernofarm Tbk Padang. The data used in this study came from the answer scores obtained for distributed questionnaires. The testing methods used in this study are normality test, multicollinearity test, heterokesidity test, multiple regression analysis, then use the statistical F test, the t statistic test and the coefficient of determination test (R2) with a significance level of 5%. The results of this study indicate that the price has a significant effect on purchasing decisions for branded drug products, Brand Image has a positive but not significant effect on purchasing decisions for branded drug products while the quality of the products has a positive but not significant effect on purchasing decisions for branded drug products.
Co-Authors Sumiati Sumiati