Analisis Pengaruh Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk PT Semen Indonesia (Persero) Tbk Merek Semen Andalas di Kota Medan

Abstract

This study aims to examine the effect of price, product quality, and brand image on purchasing decisions for PT Semen Indonesia (Persero) Tbk’s Semen Andalas brand in Medan City. The study employs a quantitative research method by collecting data through questionnaires distributed to building material stores that serve as consumers of Semen Andalas in Medan City. Data analysis was conducted using multiple linear regression to determine the influence of each independent variable on purchasing decisions. The sample in this study consisted of 97 respondents, selected using purposive sampling techniques. Instrument testing included validity testing using Pearson’s Product Moment method and reliability testing using Cronbach’s Alpha method. The analytical technique applied was multiple linear regression analysis.The results of the analysis indicate that: (1) the price variable has a positive and significant effect on purchasing decisions; (2) the product quality variable has a positive and significant effect on purchasing decisions; (3) the brand image variable has a positive and significant effect on purchasing decisions; (4) price, product quality, and brand image simultaneously have a positive and significant effect on purchasing decisions; and (5) the coefficient of determination (Rsquare) is 0.493, meaning that price, product quality, and brand image influence purchasing decisions by 49.3%, while the remaining 50.7% is influenced by other variables not examined in this study. Thus, affordable pricing, superior product quality, and a positive brand image will increase consumers’ likelihood of making purchasing decisions for Semen Andalas.