The Influence of Brand Image, Price, and Product Quality on Purchase Decisions for Bear Brand Milk
Pengaruh Brand Image, Harga, dan Product Quality Terhadap Keputusan Pembelian Susu Bear Brand
DOI:
https://doi.org/10.21070/ups.7013Keywords:
Brand Image, Price, Product Qualitiy, Purchasing DecisionsAbstract
The sampling technique used a purposive sampling method with certain respondent criteria, data collected online via Google Forms and social media. A total of 96 respondents were determined based on the Cochran formula with a confidence level of 95% and an error rate of 10%. Ratings used a Likert scale, and data analysis was conducted with SPSS, including tests of validity, reliability, and classical assumptions such as normality, multicollinearity, and linearity. Hypothesis testing includes T test for partial effect, F test for simultaneous effect, and coefficient of determination (R²) to evaluate the contribution of independent variables to purchasing decisions.
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