E ISSN: 2583-049X

International Journal of Advanced Multidisciplinary Research and Studies

Volume 4, Issue 4, 2024

How Significant is the Influence of Price, Product Quality, and Brand on Purchase Decisions? (A Study on the Facebook Application for Members of the Used Mobile Phone Buy and Sell Group in Bandar Lampung)

Author(s): Gilang Adi Cahya, Maulana Agung Pratama, May Roni


Effects from a price, product quality, and brand on purchase decisions is discussed in this study. Members of the Bandar Lampung Used Cell Phone Buying and Selling Group comprise the study's population, and explanatory research using a quantitative approach is the research methodology employed. Online surveys were developed in obtaining this information. using an overall count sample size from 100 respondents, this sample methodology utilized during this procces study was probabilistic sample collection included simple random sampling technique combined with nonprobability sample included purposive technique.

Both descriptive multiple linear regression test and analysis were adopted in the data analysis for this investigation. Using SPSS 26.0 software, I tested hypotheses using the t-test, F-test, and R-square test. Price, product quality and brand all possess a 64% simultaneous influence judgments about purchases, according to study findings and data analysis techniques. Meanwhile, the partial testing results show that price has a significant influence on purchasing decisions, product quality does not have a significant influence on purchasing decisions, and brand has a significant influence on purchasing decisions.

Keywords: Price, Product Quality, Brand and Purchasing Decision

Pages: 29-33

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