Pengaruh Persepsi Harga, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Produk Susu Cimory pada Mahasiswa Manajemen Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. (The Influence of Price Perception, Brand Image and Product Quality on the Purchase Decision of Cimory Milk Products on Economics and Business Management Students of the University of August 17, 1945 Surabaya).

Ambarwati, Della Ayu (2024) Pengaruh Persepsi Harga, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Produk Susu Cimory pada Mahasiswa Manajemen Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. (The Influence of Price Perception, Brand Image and Product Quality on the Purchase Decision of Cimory Milk Products on Economics and Business Management Students of the University of August 17, 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

PT Cimory is an abbreviation of Cisarua Mountain Dairy which was founded in Cimory Group is a producer of protein-based packaged food and beverage products in Indonesia, with a leading market share in premium yogurt and sausages. Founded in 1993. PT Cimory itself is based in Jakarta with manufacturing facilities in West Java, Central Java and East Java. This research aims to analyze the influence of three main factors, namely price perception variables, brand image variables, and product quality variables on purchasing decision variables for Cimory milk products among Business Economics Management Students at the University of 17 August 1945 Surabaya. Using quantitative research methods with 93 management student respondents. In its implementation, this research took primary data, namely by using a questionnaire. Testing uses the Statistical Package for the Social Sciences version 26. The analysis technique used is multiple linear regression analysis to test hypotheses both partially and simultaneously. Meanwhile, the classical assumption tests used include the Normality Test, Multicollinearity Test, Heteroscedasticity Test. Overall, the indicators used in this research are valid (because the correlation coefficient is > 0.2039 using a significance level of < 0.05) while reliable (because the Cronbach's Alpha coefficient is > 0.60). The results of the classical assumption test also show that the residuals of the two regression models are normally distributed, free from multicollinearity, and there is no heteroscedasticity. The research results show that partially the price perception variables (X1), brand image (X2) and product quality (X3) have a significant effect on the purchasing decision variable (Y) then simultaneously the price perception variables (X1), brand image (X2), and Product quality (X3) has a significant effect on purchasing decisions (Y) for Cimory milk products.

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