Pengaruh Merek, Kualitas Produk, Iklan Terhadap Keputusan Pembelian

(Studi Kasus Poduk Emina Pada Mahasiswi Prodi Manajemen Universitas Potensi Utama)

Abstract

This research aims to determine the influence of brand, product quality and advertising on purchasing decisions for Emina products among Management Study Program Students at Potential Main University. This type of research is quantitative. The data source was obtained through distributing questionnaires to Management Study Program students. The population in this study was 392 students from the Management Study Program at Potential Utama University who were female. with a sample of 200 people. The analysis technique used is multiple linear regression analysis technique. The results of this research show that partially brand, product quality and advertising influence purchasing decisions. The results of the analysis prove that simultaneously brand, product quality and advertising have an influence of 61.1% on purchasing decisions while the remaining 38.9% is influenced by other variables not examined in this research such as price, promotion, risk perception and others.