Open AccessThe Influence of Product Quality, Brand Image and Prices on the Purchase Decision of Gudang Garam Cigarettes (Case Study on Gudang Garam Cigarette Consumers in Surabaya)
Author(s) -
Denis Fidita Karya,
Rachma Rizqina Mardhotillah,
Muhammad Muhdhor
Publication year - 2021
Publication title -
procedia business and financial technology
Language(s) - English
Resource type - Journals
ISSN - 2807-131X
DOI - 10.47494/pbft.2021.1.12
Subject(s) - purchasing , product (mathematics) , advertising , brand image , quality (philosophy) , marketing , business , mathematics , physics , geometry , quantum mechanics
This study aims to examine theeffect of the effect of product quality, brand image and price on the purchasing decision of Surya Gudang Garam on Surya Gudang Garam cigarette consumers in Surabaya. The study population was the consumer of Surya Gudang Garam cigarettes in the city of Surabaya. The sampling technique used in this study is probability sampling. This study uses multiple regression analysis with panel data as a data processing tool using the SPSS 25 software program. The results found that product quality has a negative and insignificant effect on purchasing decisions, while price has a positive and significant effect on purchasing decisions, and brand image. positive and significant effect on purchasing decisions