Pengaruh Harga, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Produk Tas Jims Honey Pada Mahasiswa Perguruan Tinggi di Purworejo

Abstract

This study aims to analyze the effect of Price, Brand Image, and Product Quality on the Purchase Decision of Jims Honey products among university students in Purworejo. Data collection techniques include observation, interviews, questionnaires, and literature review. The population for this study consists of students in Purworejo who have used Jims Honey products for at least 3 years, with a total population of 300. Sampling was conducted using purposive sampling, and the sample consisted of 75 respondents. Data analysis techniques include Likert scale, instrument testing, reliability testing, multiple correlation analysis, multiple linear regression analysis, t-test, and F-test. All statements were tested for validity and reliability. The results of the multiple correlation analysis show that the correlation between price and purchase decision is 0.521. The correlation for brand image is 0.935, and for product quality is 0.564. This indicates that all three variables have a strong correlation. The positive and unidirectional correlations of these variables suggest that an increase in price, brand image, and product quality will lead to higher consumer satisfaction. The multiple regression equation is