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All Journal Journal of Management and Business Environment (JMBE)
Roni Syahrul Abidin
universitas ahmad dahlan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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The Influence of Product Quality, Brand Image, and Price on Purchase Decision of Cimory Yogurt Drink: A Case in the Special Region of Yogyakarta Roni Syahrul Abidin
Journal of Management and Business Environment (JMBE) Vol 4, No 2: January 2023
Publisher : Soegijapranata Catholic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/jmbe.v4i2.5012

Abstract

This study aims to determine the effect of product quality, brand image, and price on purchase decision of cimory yogurt drink in the Special Region of Yogyakarta. The population of this study were people who had purchased and consumed Cimory yogurt drink. The sample was 100 respondents selected based on the predetermined criteria under probability sampling technique of cluster (area) random sampling. The data collection technique used is questionnaire. Data analysis with multiple linear regression was processed using the SPSS. The results indicate that product quality, brand image, and price have a significant positive effect on purchase decisions partially and simultaneously.
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