Saputra, Dimas Rama (2024) Pengaruh Harga, Kualitas Produk dan Brand Image terhadap Keputusan Pembelian Produk Erigo (Studi Kasus Mahasiswa Prodi Manajemen Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aimed to analyze and identify the effect of price satisfaction, product quality, and brand image on purchasing decisions for Erigo products among management students at Merdeka University Malang. The research was conducted in the environment of Merdeka University Malang in June 2024, with management students as the subjects and a sample of 78 respondents determined by simple random sampling. The research variables consisted of price satisfaction, product quality, and brand image as independent variables, and purchasing decisions as the dependent variable. The data collection technique used a questionnaire. The data analysis techniques included instrument tests(validation and reliability tests), descriptive statistical tests, classical assumption tests(normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis, t-test (partial), F-test (simultaneous), and the coefficient of determination test. The results were: a) Price satisfaction, product quality, and brand image simultaneouslyaffected the purchasing decisions of Erigo products among management students at Merdeka University Malang, with the F-value of 112.768 > 2.73. b) Price satisfaction had apositive effect on purchasing decisions with a significance value of 0.026 < 0.05. c) Product quality had a positive effect on purchasing decisions with a significance value of 0.001 <0.05. d) Brand image had a positive effect on purchasing decisions with a significance valueof 0.015 < 0.05. Erigo should have focused on competitive pricing, improving product quality, and strengthening brand image through effective marketing campaigns. The consumer experience also needed improvement through good customer service and fast delivery. Additionally, utilizing e-commerce and digital marketing would have expanded market reach, while customer satisfaction surveys could have ensured that products remained aligned with consumer needs.

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