Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pmebelian Hijab Elzatta di Toko Hera Hijab Tempeh Lumajang

Abstract

The development of fashion in Indonesia is very rapid and has become a trend for society, such as the hijab. So that hijab is increasingly innovative and utilized by hijab manufacturers to create hijabs that suit the wants and needs of consumers. Therefore, the hijab is now in great demand by many people. This study aims to find out how much influence product quality, price and brand image have on purchasing decisions for elzatta hijab at the Tempeh-Lumajang hijab hera shop. The method used in this research is quantitative. While data collection was obtained by distributing questionnaires with the research population being consumers who purchased elzatta hijab at the Tempeh-Lumajang hera hijab shop using the purposive sampling method so that the sample used was 80 respondents. Hypothesis testing was carried out using multiple linear regression analysis techniques by conducting partial testing or t-test which obtained the following results: 1) Product quality influences the purchase decision of elzatta hijab at the Tempeh-Lumajang hijab hera shop. 2) Price affects the decision to buy elzatta hijab at the Tempeh-Lumajang hijab hera shop. 3) Brand image has no effect on purchasing decisions for elzatta hijab at the Tempeh-Lumajang hijab hera shop. The resulting value of the coefficient of determination (R2) is 0.292 or 29.2% The purchase decision can be explained by the variable product quality, price and brand image.