Analisis Pengaruh Kualitas produk, Harga Dan Citra Merek Terhadap Keputusan Pembelian Produk Pull&Bear Di Grand Indonesia, Jakarta

Anggara Tritama, Nobelson Syarief, Pusporini Pusporini

Abstract


Abstract

This research is a quantitative study which aims to determine the effect of product quality, price and brand image on purchasing decisions. The population in this study are consumers who have purchased Pull & Bear products in Grand Indonesia, Jakarta. The number of samples taken was 75 respondents, with probability sampling method with purposive sampling method. Data collection was carried out through distributing google form questionnaires. The analysis technique used is the PLS (Partial Least Square) analysis method with SmartPLS 3.0 software. The results of this study indicate that (1) product quality has a significant effect on the decision to purchase Pull & Bear products at Grand Indonesia. (2) price has a significant effect on the decision to purchase Pull & Bear products at Grand Indonesia. (3) brand image has no and insignificant effect on the decision to purchase Pull & Bear products at Grand Indonesia.


Keywords


Product Quality; Price; Brand Image; Purchase Decision

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