The Influence of Product Quality, Service Quality, Price, and Brand Image on Purchasing Decisions at Mie Djoedes Bence Branch, Kediri City

Aris Widianto; I Gusti Gede Heru Marwanto; Budi Rahayu; Djunaedi

Authors

Aris Widianto Postgraduate Program, Master of Management, Kadiri University, Kediri City, East Java, Indonesia – 64115
I Gusti Gede Heru Marwanto Postgraduate Program, Master of Management, Kadiri University, Kediri City, East Java, Indonesia – 64115
Budi Rahayu Postgraduate Program, Master of Management, Kadiri University, Kediri City, East Java, Indonesia – 64115
Djunaedi Postgraduate Program, Master of Management, Kadiri University, Kediri City, East Java, Indonesia – 64115

Keywords:

product quality, service quality, price, brand image, purchasing decision

Abstract

This study aimed to determine the influence of product quality, service quality, price, and brand image on purchasing decisions at Mie Djoedes Bence Branch, Kediri City. This quantitative research employed numerical data, which was analyzed using statistical methods to ensure scientific rigor. The population of this study comprised all consumers who made direct purchases at Mie Djoedes Bence Branch, Kediri City. A sample of 150 respondents was selected using nonprobability sampling. Data was collected through questionnaires and documentation. Data analysis involved validity and reliability tests, multiple linear regression analysis with a confirmatory approach. The findings revealed that: (1) Product quality had a positive and significant impact on purchasing decisions at Mie Djoedes Bence Branch, Kediri City. (2) Service quality also has a positive and significant influence on purchasing decisions. (3) Contrary to expectations, price did not significantly affect purchasing decisions at the branch. (4) Brand image exerted a positive and significant influence on purchasing decisions.

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