PENGARUH HARGA, DESAIN PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN GITAR YAMAHA DI KOTA PADANG

Abstract

This study aims to determine the effect of pricing, product design and brand image on purchasing decisions yamaha guitar in Padang. The sample in this study is that consumers buy yamaha guitar in Padang which numbered 80 people. Techniques used in sampling is purposive sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using T-test statistical test to prove the influence of the independent variable on the dependent variable partially or individual. The results of this study found that the price, product design and brand image significant positive effect on purchasing decisions Yamaha guitar in Padang
Kata Kunci : Harga, Desain Produk, Citra Merek, Keputusan Pembelian