Pengaruh Citra Merek, Kualitas Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Sabun Cuci Piring Cair.

Mitalia, Mitalia (2025) Pengaruh Citra Merek, Kualitas Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Sabun Cuci Piring Cair. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of brand image, price perception, and product quality on purchasing decisions for liquid dishwashing soap. The type of research used is a survey with a questionnaire distribution method. The population of this study is consumers who have used liquid dishwashing soap products, with a total of 199 respondents. Data analysis in this study used SPSS version 30. The analysis used in this study is Validity Test, Reliability Test, Classical Assumption Test (Normality Test, Multicollinearity Test, and Heteroscedasticity Test), Multiple Linear Analysis, T Test, F Test and Coefficient of Determination to test the research hypothesis. The results of the analysis show that brand image and price perception have no positive and insignificant effect, while product quality has a positive and significant effect on purchasing decisions. Based on the value of the Coefficient of Determination (R2) of 0.613, which means that purchasing decisions are influenced by brand image, product quality, and price perception by 61.3%, while the remaining 38.7% is influenced by other factors outside this study, such as promotions, customer satisfaction, and brand loyalty.

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