PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PENGGUANA HELM CARGLOSS

Abstract

This study aims to analyze the effect of brand image, price and product quality on purchasing decisions of cargloss helmet users. This research is a type of associative research. The method used in this study is a quantitative method. The population and sample in this study were students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta who had fulfilled the requirements and the number of respondents as the sample in this study were 100 people. Source of data used in this research is primary data. The measurement scale used in this study is 5 Likert scale. Data analysis used SPSS version 25. The results of the analysis in this study showed that brand image had a positive and significant effect on purchasing decisions, price had a positive and significant effect on purchasing decisions, and product quality had a positive and significant effect on purchasing decisions.