PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN TELEVISI, KULKAS DANMESIN CUCI POLYTRON PADA TOKO BINTANG BARU ELEKTRONIK CABANG KOBA BANGKA TENGAH

Abstrak

Many people are interested in purchasing Polytron products, because Polytron is a product brand that has been known among the public for a long time. Bintang Baru Electronics Shop Koba Branch is a shop that sells various kinds of Polytron products, including televisions, washing machines, refrigerators, speakers, air conditioners and others. However, the products that people often look for are washing machines, televisions and refrigerators because these products are important needs according to consumers. The decision to buy this Polytron product was due to the good quality of the branded product and the affordable price. The Bintang Baru Electronics Shop, Koba Branch, is a large shop in Koba sub-district which sells many polytron products. The presence of this shop makes it easier for local people to buy these products so they don't have to be in the central city to buy them. This shop is often visited by Koba people or other immigrants. Expansion is always carried out by creating quality Polytron products. No exception in Koba District, competition is also strong through decisions to purchase television products, refrigerators or washing machines. Changing lifestyles make people decide to purchase products that are considered new in terms of model and quality. In this research, researchers used a quantitative analysis approach and descriptive analysis. The research was conducted at the Bintang Baru Electronics Shop, Koba Branch. Data collection techniques used include observation, interviews and questionnaires. The data analysis techniques used are descriptive analysis, validity and reliability tests, classical assumption tests, partial tests (t), simultaneous tests (f) and coefficient of determination.The research results show that brand image has an influence on purchasing decisions. The price variable has no influence on purchasing decisions and the product quality variable has an influence on purchasing decisions. Howeverthe variables of brand image, price and product quality simultaneously influencedecision to purchase television electronics, refrigerators and polytron washing machines at the Bintang Baru Electronics Shop, Koba Branch.