The influence of brand image, price perception, and product quality on customer purchase decision at PT Hijau Surya Biotechindo, Kisaran

Yanti, Fera (2022) The influence of brand image, price perception, and product quality on customer purchase decision at PT Hijau Surya Biotechindo, Kisaran. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the globalization era, there are many businesses owner who runs in the same industry which automatically makes the competition harder. The competitiveness in business industry makes the company must meet the needs of the customer and create or innovate the product with a highly competitive advantages to achieve the customer’s satisfaction that they decided to purchase for the product. The purpose of this study is to examine the brand image, price perception, product quality, and customer purchase decision at PT Hijau Surya Biotechindo, in addition to examine whether brand image, price perception, and product quality are partially and simultaneously affects customer purchase decisions. The Slovins’ Formula is used to determine the number of samples, 80 respondents will be gained their data to achieve the descriptive and causal study. The result of the study is that brand image, price perception, product quality has a partial and simultaneously affect the customer purchase decision positively. The brand image, price perception, and product quality have the influence of 76.7% on the customer purchase decision. Hence, as brand image, price perception, and product quality has a big impact on customer purchase decision at PT Hijau Surya Biotechindo, the company needs to maintain their brand image, price perception, and product quality. / Di era globalisasi ini, ada banyak pemilik bisnis yang bergerak dalam bidang yang sama dimana secara otomatis membuat persaingan semakin ketat. Persaingan ini membuat pemilik bisnis harus mampu memenuhi kebutuhan pelanggan dengan menciptakan ataupun berinovasi produk yang memiliki keunggulan kompetitif yang sangat tinggi untuk mencapai kepuasan pelanggan supaya mereka memutuskan untuk membeli produk dari brand tersebut. Tujuan dari penelitian ini adalah untuk menguji citra merek, persepsi harga, kualitas produk, dan keputusan pembelian pelanggan pada PT Hijau Surya Biotechindo, selain untuk menguji apakah citra merek, persepsi harga, dan kualitas produk berpengaruh secara parsial dan simultan terhadap keputusan pembelian pelanggan. Rumus yang digunakan merupakan rumus Slovins untuk menentukan jumlah sampel, 80 responden akan diperoleh datanya untuk penelitian deskriptif dan kausal. Hasil penelitian menunjukkan bahwa citra merek, persepsi harga, kualitas produk berpengaruh positif secara parsial dan simultan terhadap keputusan pembelian konsumen. Citra merek, persepsi harga, dan kualitas produk memiliki pengaruh sebesar 76.7% terhadap keputusan pembelian pelanggan. Oleh karena itu, citra merek, persepsi harga, dan kualitas produk berpengaruh besar terhadap keputusan pembelian pelanggan di PT Hijau Surya Biotechindo, maka dari itu perusahaan perlu mempertahankan citra merek, persepsi hargam dan kualitas produk.

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