Zega, Lestriawani (2023) Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Keputusan Pembelian Sari Roti (studi Kasus Pada Konsumen Sari Roti Di Marpoyan Damai Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted with the aim of finding out the influence of product quality, price and brand image on purchasing decisions at Sari Roti in Marpoyan Damai, Pekanbaru City. The sampling technique in this research uses the Accidental Sampling technique, which is one component of the nonprobability sampling method. In this case, the researcher took 96 samples by distributing questionnaires to respondents with the criteria that the respondent had ever purchased or consumend Sari Roti, lived in Marpoyan Damai, Pekanbaru city and was at least seventeen years old. The method used is descriptive analysis. The research results showed that (1) partially product quality had a positive and significant effect on purchasing decisions, (2) partially price had a positive and significant effect on purchasing decisions, (3) partially brand image had a positive and significant effect on purchasing decisions, (4) Simultaneously product quality, price and brand image had a positive and significant effect on purchasing decisions

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