Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Keputusan Pembelian Produk Eiger pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. (The Influence of Brand Image, Product Quality and Perceived Price on Eiger Product Purchase Decisions in Students of the Faculty of Economics and Business, University of 17 Agustus 1945, Surabaya).

Rohman, Muhammad Fatkhur (2023) Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Keputusan Pembelian Produk Eiger pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. (The Influence of Brand Image, Product Quality and Perceived Price on Eiger Product Purchase Decisions in Students of the Faculty of Economics and Business, University of 17 Agustus 1945, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to prove and analyze the influence of brand image, product quality and price perceptions on purchasing decisions for Eiger products for students of the Faculty of Economics and Business, University of 17 August 1945, Surabaya. The population in this study were students from the Faculty of Economics and Business, University of 17 August 1945 who used Eiger products. The number of samples used was 96 respondents with a purposive sampling technique. The type of data used is quantitative data, which comes from primary data sources, namely by using a questionnaire. Test instruments used in this study are validity and reliability tests. The analysis technique used is multiple linear regression analysis, by testing the hypothesis using the t test, F test, and the coefficient of determination. The results of this study indicate that all indicators used in this study are valid and reliable. The results of the t test state that brand image partially has no significant effect on purchasing decisions. Product quality partially has a significant effect on purchasing decisions purchasing decisions. Perceived price partially has a significant effect on purchasing decisions. The results of the F test show that brand image, product quality and price perceptions simultaneously have a significant effect on purchasing decisions for Eiger products for students of the Faculty of Economics and Business, University of 17 August 1945, Surabaya. While the results of the test for the coefficient of determination show the effect of the independent variable on the dependent variable, which is 42.2%, while the remaining 57.8% is influenced by other variables. On the findings of the analysis concluded that the price perception variable has the most dominant influence among the other variables. Keywords: Brand Image, Product Quality, Perceived Price, Purchase Decision

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