The Linking Of Product Quality, Brand Image, Price And Promotion On Purchasing Decision Of Uniqlo Products In Bandung

Abstrak

This research was conducted to determine "The Linking of Product Quality, Brand Image, Price, and Promotion on Purchasing Decisions of Uniqlo Products in Bandung". The purpose of thisstudy was to determine how product quality, brand image, price, and promotion affect Uniqlo product purchasing decisions and to find out how product quality, brand image, price, and promotion simultaneously influence Uniqlo product purchasing decisions in Bandung. This research uses quantitative research methods with descriptive research type. The research data wereobtained by distributing questionnaires to 100 respondents. The data analysis technique used is descriptive and multiple linear regression. The conclusion of this study is that each variable can affect the purchasing decisions of consumers who want to buy Uniqlo products. And product quality, brand image, price, and promotion simultaneously influence purchasing decisions on Uniqlo products. The fourth variable, namely product quality, brand image, price, and promotion has features that can influence purchase decisions for consumers of Uniqlo products Keywords: Product Quality, Brand Image, Price, Promotion, and Purchase Decisions