THE ANALYSIS OF PRODUCT QUALITY, BRAND IMAGE AND PROMOTION ON PURCHASING DECISION OF TOKO MURAH BALIKPAPAN
    Volume: Vol. 2, No. 1, Maret 2018
    Penulis: Emi Susilawati Marlindawaty date: 2018-03-02

    This research aimed to assess the influence of product quality, brand image and promotion of the purchasing decision. The population was 320 consumers of Toko Murah and total sample is 178 respondents. The research method used is descriptive quantitative methods and data sources used are primary data by distributing questionnaires to 178 respondents. The sampling technique used nonprobability techniques sampling (sampling incidental) and data analysis by SPSS 22.0. Based on the testing results trough of multiple linear regression product quality, brand image and promotion simultaneously influence on purchase decisions. Partial test, product quality and brand image significant influences on purchasing decision while the promotion variable does not significantly influence to the purchasing decision.
    Keywords : Product Quality, Brand Image, Promotion, Purchasing Decisions

    Download Jurnal