The Influence of Brand Image, Product Quality, and Price on the Purchase Decision of the Originote in Batam City
Keywords:
Brand Image, Product Quality, Price, Purchasing Decisions, The OriginoteAbstract
This study aims to analyze the influence of brand image, product quality, and price on purchasing decisions of The Originote in Batam City. The research method used is quantitative with a descriptive approach. The research sample of 120 respondents who are users of The Originote in Batam City, selected using a purposive sampling technique with the Lameshow formula. Data were collected through a questionnaire with a Likert scale and analyzed using multiple linear regression with the help of SPSS software version 29. The results showed that brand image has a positive and significant effect on purchasing decisions with a calculated t value of 9.104 and a significance of <0.001 with the most dominant influence. Product quality has a positive and significant effect on purchasing decisions with a calculated t value of 3.265 and a significance of 0.001. Price has a positive and significant effect on purchasing decisions with a calculated t value of 2.536 and a significance of 0.013. Simultaneously, brand image, product quality, and price have a positive and significant effect on purchasing decisions with a calculated F value of 39.064 and a significance of <0.001 with a contribution of 49.0%, based on the Adjusted R Square value.
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References
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