Pengaruh Citra Merek, Harga, dan Kualitas ProdukTerhadap Proses Keputusan Pembelian Sari Roti di Diamond,Palembang Trade Center(PTC), Palembang

ABSTRACT

Developments in science and technology is more advanced in life now
make competition between companies in the business world becomes more
intense. without exception, companies engaged in consumer goods industry.
Bread is now beginning to grow rapidly, especially in developed countries.
Various bakery has been awarded the top brand award from Indonesia. Diamond
is a minimarket located on the ground floor Palembang Trade Center (PTC). One
very interesting thing every weekend, namely Sari Roti doing this form of
promotion by providing free smear jam on consumers. This study aims to
determine the effect of brand image, price, and quality of product to the purchase
decision process sari roti at Diamond, Palembang Trade Cemter(PTC). Sampling
was done by purposive sampling. This study took a sample of 96 people to be
used as a study. Data analysis technique used is quantitative data analysis
techniques, some of the tests, such as validity, reliability, classic assumption test,
multiple linear regression test, t test, F test, test the coefficient of determination,
and test the correlation coefficient. The results of this study indicate that the
hypothesis is accepted, namely Variable brand image, price, and quality of
products influence the purchase decision process.
Keywords : brand image , price, product quality , purchase decision process