PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN CITRA MEREK PADA KEPUTUSAN PEMBELIAN PRODUK DETTOL HAND SANITIZER - Veshela Annesa Dewi Nawangwulan; Armaini Akhirson (IDEI: Jurnal Ekonomi & Bisnis, 2022)
The Covid-19 pandemic has changed habits and made people aware of maintaining hand hygiene using hand sanitizers and maintaining a healthy body indirectly to minimize and prevent transmission of Covid-19. The purpose of this study was to determine and analyze the effect of product quality, price perception, and brand image bought decisions for Dettol hand sanitizer during the Covid-19 pandemic era. The analytical method in this study used multiple linear regression analysis. This study distributed questionnaires from 100 respondents who were students year 2018 of the Management Department, Faculty of Economics, Gunadarma University in the Kalimalang campus. The sampling method uses purposive sampling and used the Slovin formula. The results of the research showed that product quality and brand image had an effect on the decision to purchase Dettol hand sanitizer in the Covid-19 pandemic era, while price perceptions did not affect the decision to purchase Dettol hand sanitizer products and product quality, price perceptions, and brand image had a significant effect to bought decisions for Dettol hand sanitizer in the era of the Covid-19 pandemic. Pandemi Covid-19 mengubah kebiasaan dan menyadarkan masyarakat untuk menjaga kebersihan tangan dengan menggunakan hand sanitizer dan menjaga kesehatan tubuh secara tidak langsung untuk meminimalisir dan mencegah tertularnya Covid-19. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh kualitas produk, persepsi harga, dan citra merek pada keputusan pembelian produk Dettol hand sanitizer di era pandemi Covid-19. Metode analisis pada penelitian ini menggunakan analisis regresi linear berganda. Penelitian ini melakukan penyebaran kuesioner dari 100 responden yaitu mahasiswa angkatan 2018 Jurusan Manajemen, Fakultas Ekonomi, Universitas Gunadarma kampus Kalimalang. Metode pengambilan sampel menggunakan purposive sampling dan memakai rumus Slovin. Hasil penelitian penelitian menunjukkan bahwa kualitas produk dan citra merek berpengaruh pada keputusan pembelian produk Dettol hand sanitizer di era pandemi Covid-19, sedangkan persepsi harga tidak berpengaruh pada keputusan pembelian produk Dettol hand sanitizer serta kualitas produk, persepsi harga, dan citra merek berpengaruh pada keputusan pembelian produk Dettol hand sanitizer di era pandemi Covid-19.