ANALISIS PENGARUH KUALITAS PRODUK, CITRA MEREK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK PRINTER MEREK CANON DI DUTA SARANA COMPUTER SURAKARTA

Arga Dwi Setyawan, Slamet Djauhari

Abstract


In this study, the authors aimed to analyze the effect of product quality, brand image, price and location on consumer purchasing decisions printer Canon brand products in Surakarta Computer Store Duta Sarana either partially or simultaneously. The hypothesis in this study are: Suspected of product quality, brand image, price and location significantly influence consumer purchase decisions printer Canon brand products in Surakarta Computer Store Duta Sarana either partially or simultaneously. Data needed in this research is primary data obtained by questionnaire from a sample of 100 respondents. Analysis of the data used in this research is multiple linear regression, t test, F test and coefficient of determination. The result of data analysis in this study it can be concluded that the quality of products, brand image, price and location significantly influence consumer purchase decisions printer Canon brand products in Surakarta Computer Store Duta Sarana either partially or simultaneously.

Keywords


product quality, brand image, price, location and purchasing decisions

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