PENGARUH CITRA MEREK, HARGA PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MIXUE DI YOGYAKARTA

Nunuk D. G. Endang Palupi
Diana Leli Indratno (STIE Isti Ekatana Upaweda Yogyakarta)
Rinaldi Rinaldi (Universitas Cokroaminoto Yogyakarta)
Azwar Azwar (Universitas Cokroaminoto Yogyakarta)
Lalu Supardin (Universitas Cokroaminoto Yogyakarta)

Jurnal Ilmiah Edunomika (JIE)
Vol 7, No 2 (2023): EDUNOMIKA

This study aims to determine and analyze the effect of brand image, product price, and product quality on purchase decision Mixue in Yogyakarta. The data collection method was carried out by distributing questionnaires to research respondents. The sample used in this study were respondents who had purchased Mixue products in Yogyakarta. The number of samples used in this study were 100 respondents. This study uses multiple linear regression analysis as a data analysis method using SPSS 24 software. The findings in this study are divided into four findings: first, brand image has a significant effect on purchase decisions Mixue in Yogyakarta. Second, product price has no significant effect on purchase decisions Mixue in Yogyakarta. Third, product quality has a significant effect on purchase decisions Mixue in Yogyakarta. Fourth, brand image, product price and product quality on purchase decisions Mixue in Yogyakarta Keywords: Brand Image, Product Price, Product Quality, Purchase Decision