FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MASKER SENSI DI TENGAH PANDEMI COVID-19 (STUDI KASUS PASAR PRAMUKA)

Abstract

This study aims to determine the effect of brand image, product quality and price on the decision to purchase SENSI Masks in the midst of the Covid-19 pandemic (Case Study of the Scout Market). This research consists of four variables, including three independent variables namely Brand Image, Product Quality and Price. And one dependent variable that is Purchase Decision. The research method used in this study is a descriptive quantitative method. The sample of this research is consumers who make purchases at the Pramuka Market as many as 90 people. The data analysis technique used IBM SPSS Statistics ver 25.0. The results showed that Brand Image had a positive effect on purchasing decisions, with a result of 2.095, Product Quality had a positive effect on purchasing decisions, as indicated by the results of 3.168 and Price had a positive effect on purchasing decisions, as indicated by the results of 2.463