Open AccessPENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KECAP MANIS MEREK BANGO
Author(s) -
Irvan Stanlie
Publication year - 2019
Publication title -
jurnal ekonomi bisnis indonesia
Language(s) - English
Resource type - Journals
eISSN - 2656-4114
pISSN - 0126-1991
DOI - 10.36310/jebi.v13i2.103
Subject(s) - mathematics , brand image , statistics , linear regression , product (mathematics) , value (mathematics) , coefficient of determination , quality (philosophy) , advertising , business , physics , geometry , quantum mechanics
From the analysis using multiple linear regression method, the obtained results thatvariable of price has a significant impact on buying decision with result t-test (partial) obtained tvalue > t table (3.693 >1.993) with significant obtained about 0.000 t table (2.787 >1.993) with significant value obtained about 0.007 t table (2.289 >1.993) with significant valueobtained about 0.025 F table (17.126 > 2.730) with significant value obtained about0.000 < 0.05 then Ho rejected and Ha accepted. Dimensions Coefficient of determination about0.389 or 38.9% which means independent variables consisting of price, product quality, and brandimage has a contribution obtained 38.9% toward buying decision, while the remaining (100% -38.9% = 61.1%) was influenced by factors other factors that are not discussed in this study.