Pengaruh Kualitas Produk, Harga dan Citra Merek terhadap Keputusan Pembelian Roti Holland Bakery di Cibinong

Abstract

This study analyzes the influence of product quality, price, and brand image on consumer purchasing decisions. The method used in this research is a quantitative approach with a causal research design. The study was conducted on consumers of Holland Bakery, Cibinong branch, Bogor Regency. The research population consisted of all consumers, with the exact population size being unknown. Therefore, a sample of 100 respondents was determined. The data analysis technique used was multiple linear regression to examine the relationships among variables. The results of the study indicate that partially, product quality has a positive and significant effect on purchasing decisions. The price variable also shows a significant influence on purchasing decisions, as does brand image, which is proven to have a significant effect. Simultaneously, these three independent variables are proven to significantly influence consumer purchasing decisions. The coefficient of determination (Adjusted R²) value of 0.569 indicates that 56.9% of the variation in purchasing decisions can be explained by product quality, price, and brand image, while the remaining 43.1% is influenced by other variables not examined in this study. Among the three variables, brand image is the most dominant factor influencing consumer purchasing decisions.