The Role of Quality Product, Quality Service, Price, Promotion and Image Brand on Purchase Decisions (Case Study at Apotik Anisa Ajung, Jember)

Abstract

This study aims to analyze the influence of product quality, service quality, price, promotion, and brand image on purchasing decisions. The study was conducted at apotik Anisa in Jember Regency. The research type was quantitative. The sample used was 60 consumers. Data collection was carried out through observation, interviews, literature studies, and questionnaires. The sampling method in this study use purposive sampling. The data analysis method uses Multiple Linear Regression. Analysis Which used starting from test instrument data, test classical assumptions, coefficient of determination and hypothesis testing with t-test for partial influence and F-test for simultaneous influence. The conclusion of this study is the quality of product in a way partial No influential to Purchasing decisions, service quality, price, promotion, and brand image partially influence purchasing decisions. Simultaneously, all independent variables of product quality, service quality, price, promotion, and brand image significantly influence purchasing decisions.

Keywords: Product Quality, Service Quality, Price, Promotion, Brand Image, Purchasing Decision