PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK AQUA DI KOTA PATI

Abstract

Consumer purchasing decisions in buying drinking water AQUA product is a series of processes that can be influenced by consumers' perception of stimuli company (quality product, price, promotion, and brand image). The process of consumers' assessment of the marketing stimuli interconnected so as to form an option on selected products. The population in this study are all consumers who have purchased AQUA drinking water in the city of starch. Sampling was carried out using a technique convernience sampling, by giving questionnaires to consumers encountered when purchasing products AQUA drinking water. The sample in this study were taken by 100 respondents, with the consideration that the amount expected to be represented as a sample. Analysis to examine the influence of product, price, promotion and brand image on purchase decisions AQUA using multiple linear regression analysis. The results showedthat thequality of the product(X1), price(X2), promotion(X3) and brand image(X4) positive and significant impacton purchasing decisions.based on the significance testt, variableBrand imagehasthe greatestsignificanceinfluenceon purchasing decisions Keywords: Quality of product, Price, Promotion, and Brand image

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