EFFECT OF QUALITY PRODUCTS, PRICE AND BRAND IMAGE ON PURCHASE DECISION ON NU GREEN TEA BEVERAGE PRODUCTS IN PADANG

Abstract

This study aims to determine the effect of product quality, price and brand image on purchase decisions on products Nu Green Tea Beverage in Padang. The sample in this study is that consumers who buy and mengkonsunsi product Nu Green Tea Beverage in Padang amounted to eighty respondents. The sampling technique is purposive sampling. The type of data used are primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Test the hypothesis by using test t statistics to demonstrate the influence of the independent variables on the dependent variable partially or individual. Results of the study found that quality of product, price and brand image positive influence on purchase decisions At Nu Green Tea Beverage products in the city of Padang. Furthermore, the company advised on Nu Green Tea Beverage Products attention to the performance quality of the products, then offer prices for each product and improve its brand image. Keywords: Quality of product, price and brand image, purchasing decisions