PENGARUH PRODUCT QUALITY, PRICE, DAN BRAND IMAGE TERHADAP PURCHASE DECISION PADA MEREK UNIQLO DI KOTA PEKANBARU - Virawati, Julianti; Chandra, Jennifer (Institut Bisnis dan Teknologi Pelita Indonesia, 2024)
The purpose of this study was to determine the effects of product quality, price and brand image on purchase decisions. This research was conducted at the Uniqlo Living World Pekanbaru Store. The population in this study were all visitors to the Uniqlo Living World Pekanbaru Store, whose exact number was not known, so using the Roscoe formula the sample was set at 120 people using the accidental sampling method. Data analysis in this study used multiple linear regression analysis. Based on the results of the research that has been done, it can be concluded that Product quality have a positive but does not significant effect on purchase decisions at Uniqlo Brand in Pekanbaru City. Price has a positive and significant influence on purchase decisions at Uniqlo Brand in Pekanbaru City. Brand image has a positive and significant influence on purchase decisions at Uniqlo Brand in Pekanbaru City. Tujuan penelitian ini adalah untuk mengetahui pengaruh product quality, price, dan brand image terhadap purchase decision. Penelitian ini dilakukan di Store Uniqlo Living World Pekanbaru. Populasi dalam penelitian ini adalah seluruh pengunjung Store Uniqlo Living World Pekanbaru dengan jumlah yang tidak diketahui dengan pasti, maka dengan rumus roscoe sampel yang ditetapkan sebanyak 120 orang dengan metode accidental sampling. Analisis data pada penelitian ini menggunakan analisis regresi linier berganda. Berdasarkan hasil penelitian yang telah dilakukan dapat disimpulkan Product quality berpengaruh secara positif tetapi tidak signifikan terhadap purchase decision pada Merek Uniqlo di Kota Pekanbaru. Price memiliki pengaruh positif dan siginifikan terhadap purchase decision pada Merek Uniqlo di Kota Pekanbaru. Brand image memiliki pengaruh positif dan signifikan terhadap purchase decision pada Merek Uniqlo di Kota Pekanbaru.