THE EFFECT OF PRODUCT QUALITY, BRAND IMAGE AND PRICE ON PURCHASE DECISIONS ON ADES PACKAGED DRINKING WATER (AMDK) (Case Study: On Students of the Faculty of Economics and Business, Universitas Malikussaleh)

Putri Minda Sari
Halida Bahri
Jullimursyida
Agustinawati

International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Vol. 4 No. 1 (2024): DECEMBER

This study aims to examine the influence of product quality, brand image and price on purchasing decisions on packaged drinking water (AMDK) Ades (case study: on students of the Faculty of Economics and Business, Malikussaleh University). The data collection technique used in this study was through a questionnaire using Google Form.The data analysis method uses multiple linear regression analysis. The results of this study indicate that each variable consisting of product quality, brand image and price has a positive and significant effect on purchasing decisions of students of the Faculty of Economics and Business, Malikussaleh University. This finding states the importance of the right marketing strategy and focuses on improving product quality, brand image and price that have a positive and effective impact on increasing consumer purchasing decisions on Ades products. This study is expected to contribute to companies in designing better marketing strategies.