EFFECT OF QUALITY PRODUCTS, BRAND IMAGE AND PRICE TOWARDS PURCHASE DECISION (Studies in Buyer OBH Combi In Pharmacies in Semarang )

Abstract

The company makes a profit by satisfying needs, desires and demands of consumers. It is that eventually takes a toll on the needs, desires and demands of consumers is greatly affect the product concerned. This study aimed to analyze the effect of product quality, brand image and price on purchase decisions OBH Combi brand drugs at pharmacies in the city of Semarang.

The research sample of 130 respondents was initially determined by the sampling technique used was purposive sampling. In the development of reduced sample 4 respondents (not back and incomplete) so that the sample is used as much as 126 samples. Criteria sample of respondents who encountered was buying drugs OBH Combi brand in pharmacies in the city of Semarang, minimum age 17 years, often taking medication brand OBH Combi minimum've been taking the medication 5 times.

The results showed that (1) there is a positive and significant influence between the quality of products on purchase decisions, (2) there is a positive and significant effect of brand image on purchase decisions, (3) there is a positive and significant effect of price on purchase decisions. Variation from product quality, product image and price in light of the decision of purchasing the remaining 40.2 59.8 amounted described other factors not examined.

Keywords: product quality, brand image, price and purchasing decision