PENGARUH HARGA, KUALITAS PRODUK, DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN WINGKO BABAT “NN MENIKO”

Abstract

Wingko Babat is one of the specialties of Semarang. Consumer’s interest towards wingko babat is big, so many wingko seller have sprung up in the city of Semarang. One of the famous business of wingko babat is wingko babat “NN MENIKO”. Competition among wingko businesses increasingly stringent, it is behind their problems that happen to drop in the level of sales in this business. The evidence is shown by the low eagerness to do the purchasing decisions towards wingko babat “NN Meniko”. This study aims to test empirically and analyze the influence of price, product quality and brand loyalty towards purchasing decision wingko babat “NN Meniko”. The population in this research is the consumer who buys wingko babat “NN Meniko”. By using the technique of sampling, i.e. accidental sampling, determines of samples randomly. Analytical tools used in this research are multiple Linear Regression. Before doing the regression tests, test validition is done beforehand, the test reliability and test the assumptions of classical. Research showed that price, product quality and loyalty brand shows positive influence and significant towards the decision purchase. Product quality is the most biggest variable of influence towards purchasing decision made by consumers. The next variable that influence is brand loyalty and the most smallest influence towards purchasing decision is the price variable