Analysis of Product Quality, Price, Brand Image on The Purchase Decision of Kenzler Products
Keywords:
Product Quality, Price, Brand Image, Purchase DecisionAbstract
This study aims to find out how much influnce Product Quality, Price, and Brand Image have on the purchase decision of Kenzler products.in S1 Management students of the 2020-2023 batch. The study was conducted at the University of Muhammadiyah Semarang with a sample population of S1 Management students for the 2020-2023 batch of 93 respondents who had bought or consumed. Kenzler products with a minimum purchase of 2x purchases. Sampling using the Acidental sampling technique. The data analysis techniques used include Descriptive Analysis, Validity Test, Reliability Test, Classroom Assumption, Multiple Linear Regression Analysis and Hypothesis Testing. In this study, results were found where there was a positive and significant influence of Product Quality, Price, and Brand Image on Purchase Decisions.
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