Amin, Masrur, Putri, Digitha Oktaviani ORCID: https://orcid.org/0000-0002-7025-3164, Putra, Aang Fajar Pasha and Wiati, Ni Made (2023) Peran harga, kualitas produk dan citra merek dalam mendorong keputusan pembelian sabun pencuci piring merek “Sama Cling”. Journal of Industrial View, 5 (2). pp. 1-11. ISSN 2723-0414 (p) ; 2685-3159 (e)

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Abstract

The purpose of this study is to ascertain and evaluate how brand image, price, and product quality affect consumers' decisions to buy dishwashing soap under the "sama cling" brand. This study approach makes use of quantitative methodologies. This particular research methodology employs the techniques of statistic and data gathering via questionnaire distribution to participants. In this study, a sample of 60 respondents was selected using the purposive sampling approach in order to assess the impact of variable X on variable Y. The multiple liner regression equation, coefficient of determination, and hypothesis testing
were utilized, partially and simultaneously. The findings indicated that the purchase of "Sama Cling" dish soap is influenced by the inert variables of price, product quality, and brand image. The most dominant factor that influencing purchasing decisions is product quality.

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