PENGARUH KUALITAS PRODUK, HARGA, DISTRIBUSI DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN BAJU MEREK TANGKELEK DI KOTA PADANG

Abstract

In this human life can not be separated from clothing because clothing needs one
basic human needs. With the clothing business raises convection Tangkelek branded clothing.
This study aims to determine the effect of product quality, price, distribution and brand equity
on purchasing decisions Tangkelek brand clothes in the city of Padang. Sample this research
is that people use or wear brand Tangkelek, where the sample size is 100 respondents. The
sampling technique was 100 accidental sumpling. The type of data used is primary data
obtained via questionnaires. The method of data analysis used is multiple linear regression
analysis. From the results of hypothesis testing can be concluded that, the quality of the
product and the price significantly influence purchasing decisions Tangkelek dress brand,
distribution and brand equity while no significant effect.
Keywords : Price, Produck, Distribution, Brand Equity and Purchasing Decisions