EFFECT OF THE BRAND IMAGE, PRODUCT QUALITY, AND PRICE ON THE CONSUMER DECISIONS AT PT. DUTA AGUNG ANUGERAH MEDAN
VINCENT, TOMMY WIJAYA (2022) EFFECT OF THE BRAND IMAGE, PRODUCT QUALITY, AND PRICE ON THE CONSUMER DECISIONS AT PT. DUTA AGUNG ANUGERAH MEDAN , SKRIPSI, UNIVERSITAS PRIMA INDONESIA
ABSTRAK
EFFECT OF THE BRAND IMAGE, PRODUCT QUALITY, AND PRICE ON THE CONSUMER DECISIONS AT PT. DUTA AGUNG ANUGERAH MEDAN
Vincent, Rahmat Alamsyah Harahap*), Tommy Wijaya
Faculty of Economic Department of Management University of Prima Indonesia
(*) corresponding author : rahmatalamsyah@yahoo.com
ABSTRACT
PT. Duta Agung Anugerah Medan is engaged in the field of cooling rooms, manufacturing air conditioning machines, consulting on the cooling room problems, and producing the PU panels. The problems of the brand image were the consumer perceptions on the company that make goods or services (corporate image), the consumer perceptions on the goods or services (product image), and the consumer perceptions of users who use the goods or services (user image). The problems of the product quality were the product durability, product privileges, product reliability, and conformity to the specifications desired by the user. The problems of the price were the price affordability, price suitability with product quality, price competitiveness, and price suitability with the product benefits.
The method that used in this research is a quantitative approach, the research type is descriptive quantitative. The methods of collecting data with the interviews, questionnaires, and documentation. The data analysis method that used is multiple linear regression. The number of samples in this research used the saturated sampling technique was 40 consumers and 30 respondents from PT. Cellcius Indoperkasa.
The conclusion of the effect of the brand image, product quality, and price simultaneously (f test) has a positive effect on consumer decisions of Fcount 92.051 > Ftable 2.86 with a sig. of
0.000 < 0.05. Partially (t test) the brand image of tcount 4.805 > ttable 2.026 and a sig. of 0.000 <
0.05, the product quality of tcount 3.890 > ttable 2.026 and a sig. of 0.000 < 0.05, the price of tcount
0.219 < ttable 2.026 and a sig. of 0.828 > 0.05. The results of the determination coefficient test of Adjusted R Square of 0.875, it means that the brand image, product quality, and price effect on consumer decisions with a level of 87.5%, while the remaining 12.5% can be explained by other factors or the variables outside the research model.
Key words : Brand image, Product quality, and Price
JURNAL
| KATEGORI JURNAL | Jurnal Internasional Bereputasi |
|---|---|
| TAHUN JURNAL | 2022 |
| VOLUME JURNAL | 3 |
| NOMOR JURNAL | 1 |
| NAMA PENERBIT | International Journal of Economic, Technology and Social Science (INJECTS) |
| NOMOR ISSN/ISBN | 27752976 |
| LAMAN PENERBIT (URL) | https://jurnal.ceredindonesia.or.id/index.php/injects |
| LAMAN ARTIKEL (URL) | https://jurnal.ceredindonesia.or.id/index.php/injects/article/view/637/691 |