PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN FORNITURE OLIMPIC DI TOKO PUTRI MEUBEL DI KOTA BATUSANGKAR

Abstract

This study aims to determine how big the influence of brand image, quality of product,
and price’s to the purchased decision on the furniture olimpic the in store of Putri Meubel at
Batusangkar city. The sample’s used by 100 respondents, by using accidental sampling method.
The data obtained and analyzed with multiple linear regression models and uses processed with
SPSS (Statistical package for social science) Version 15.0. The results showed that there is a
positive and significant effect of brand image, product quality and price to purchase decision.
The results showed that the variables of brand image, quality product and price
distribution channels significantly influence consumers' purchasing decisions.
Keyword : Brand image, quality product, price and purchase decision