PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI AMWAY BALIKPAPAN
    Volume: Vol. 1, No. 1, Juni 2017
    Penulis: I Gusti Putu Darya , Devi Wulansari date: 2017-08-03

    This research was conducted at Amway Balikpapan. The method used is a combination method of data collection conducted using primary data by distributing questionnaires to the respondents in the form of questions or statements using a Likert scale (qualitative method) in which the data obtained will be tested by quantitative methods to provide an overview of the proposed hypothesis. The number of samples in this study were 154 respondents. The purpose of this research is to know the influence of brand image, product quality, price, and promotion on product purchasing decisions at Amway Balikpapan and how large the partial effect of each of these variables and determine which variables are most influential. The results showed that the brand image, product quality, price, and promotion simultaneously significant effect on product purchasing decisions at Amway Balikpapan. From the results of the t test known that the brand image and product quality significantly influence purchasing decisions Amway products in Balikpapan, while the sale price and did not significantly influence the purchasing decisions of Amway products in Balikpapan. The variables that most influence on purchasing decisions in this study is the quality of the product.

    Keywords : brand image, product quality, price, promotion, and purchase decision

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