APAKAH BRAND EQUITY, KUALITAS PRODUK, PERSEPSI DAN HARGA MEMPENGARUHI KEPUTUSAN PEMBELIAN? APAKAH BRAND EQUITY, KUALITAS PRODUK, PERSEPSI DAN HARGA MEMPENGARUHI KEPUTUSAN PEMBELIAN?

Abstract

. Brand equity, product quality, perception and pricing are all factors that influence purchasing decisions. This study was conducted to analyze the effect of brand equity, product quality, perception and pricing on purchasing decisions together or partially. This quantitative research survey method, the formulation of the problem is associative in the form of a causa/causal relationship. The population is infinit. The sample is based on Roscoe's suggestion in multivariate analysis, so the sample was 75 respondents with incidental sampling techniques. The data were tested for validity, reliability, multiple regression analysis, coefficient of determination, F test and t test used of IBM SPSS Statistics 26. Multiple regression equation is y=4,331+0,818x₁-0,152x₂+0,5x₃-0,077x₄. The coefficient determinant 0,474 means that y is described by x₁, x₂, x₃ and x₄ by 47,4%, the remaining 52,6% is explained by other factors. Obtained F_count 15,765 > F_table 2,503 and F sig. 0,00 < 0,05 meaning x₁, x₂, x₃ and x₄ simultaneously have a significant effect on y.  The results of the study show that partially there is a positive and significant influence of brand equity and perception on purchasing decisions, while product quality and price do not affect on purchasing decisions.

Keywords: Brand Equity, Product Quality, Perception, Price, Purchase Decision.