The Influence of Brand Image, Product Quality, and Price on Purchase Decisions for Cimory Products (A Case Study of the Jabodetabek Community)
DOI:
https://doi.org/10.59693/insoma.v4i1.57Keywords:
Brand Image, Product Quality, Price, Purchase DecisionAbstract
Increasing milk consumption in society has impacted competition within the dairy industry. Although PT Cisarua Mountain Dairy Tbk, or Cimory, has maintained its top position in the yoghurt market, it has lost its top position in the UHT milk market. This study aims to determine the effect of brand image, product quality and price on the purchase of Cimory products. The research was conducted via a questionnaire distributed to consumers aged 15–45 years living in Jabodetabek who had purchased Cimory products at least once in the previous month.. The sampling method used in this study was purposive sampling with a sample size of 385 respondents. The analysis used in this study included validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, coefficient of determination test, partial t hypothesis test, and partial correlation analysis. The results showed that the brand image variable had a significant effect on purchase decisions, the product quality variable had a significant effect on purchase decisions, and the price variable had a significant effect on purchase decisions. The effect of brand image, product quality, and price variables on purchase decision is 34.8% while the remaining 65.2% is influenced by other variables outside this study.
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