THE INFLUENCE OF BRAND IMAGE, PRICE, PRODUCT QUALITY AND PERCEIVE RISK ON PURCHASE DECISION TRANSFORMER PRODUCT PT. SCHNEIDER INDONESIA

Jurnal Riset Manajemen Sains Indonesia

Saparuddin Mukhtar¹  Muthya Octariany Nauli²  Mohammad Rizan² 

[1] Fakultas Ekonomi Unversitas Negeri Jakarta ;Fakultas Ekonomi Unversitas Negeri Jakarta;

关键词: brand image;    price;    product quality;    perceive risk and purchase decision;   

DOI  :  10.21009/JRMSI.008.1.06

来源: DOAJ

【 摘 要 】

The aim of this objective research is to find a picture of the influence of brand image, price, product quality and perceive risk on purchase decision transformer product PT. Schneider Indonesia for business consumers in Indonesia. This research is quantitative study with descriptive and causal method undertaken at PT. Schneider Indonesia business unit transformer in 2013. Data collection done towards 97 respondents and its surrounding others industries segment. The data were collected with questionnaire and analyzed with SPSS ver. 20.0. The results of this study concluded that (1) the brand image positive and has significant impact on purchasing decisions, (2) Price positive and has significant impact on purchasing decisions, (3) product quality positive and has significant impact on purchasing decisions, (4) perceive risk positive and significant impact on purchasing decisions and (5) all of the independent variables (brand image, price, product quality, and perceive risk) have significant positive effect on the dependent variable (purchase decisions). The variables that most influence the purchase decision is price variable, the second is brand image, the third is perceive risk and the fourth is a product quality.

【 授权许可】

Unknown