Pengaruh Brand Image, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Mie Gacoan di Kota Bekasi

Abstract

This study aims to examine the simultaneous and partial effects of Brand Image, Price, and Product Quality on Purchasing Decisions. This research employed a quantitative method using a purposive sampling technique, with the sample size determined based on the Lemeshow formula. The data were analyzed using SPSS version 27. The results of the partial test (t-test) indicate that Brand Image has no significant effect on Purchasing Decisions, Price has a positive and significant effect on Purchasing Decisions, Product Quality has a positive and significant effect on Purchasing Decisions, the simultaneous test (F-test) shows that Brand Image, Price, and Product Quality collectively have a positive and significant effect on Purchasing Decisions.