Pengaruh Brand Image, Kualitas Produk, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen pada Arj88 Store Cabang Abianbase
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Brand Image, Product Quality, Service Quality, Purchase DecisionAbstract
This study aims to analyze the influence of Brand Image, Product Quality, and Service Quality on consumer Purchase Decisions at Arj88 Store Abianbase Branch. The impact of each variable is examined to determine its contribution to improving Purchase Decisions. The research population consists of consumers of Arj88 Store Abianbase Branch, with a sample size of 93 respondents selected using a Nonprobability sampling technique. The data is analyzed using a quantitative method, including validity and reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple linear regression, t-test, F-test, and the coefficient of determination. The results indicate that Brand Image, Product Quality, and Service Quality significantly influence Purchase Decisions both partially and simultaneously. Therefore, the findings provide valuable insights for Arj88 Store Abianbase Branch to strengthen these factors in order to enhance Purchase Decisions. This study also suggests improvements in product design, service quality, and product relevance to consumer needs to achieve optimal Purchase Decisions.
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