PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SPAREPERT MOBIL MEREK H.O.P
(Studi Pada CV Cahaya Abadi Motor, Periode September - November 2018)
The purpose of this study was to determine the effect of brand image, product quality, and price on purchasing decisions (Study at CV Cahaya Abadi Motor). The population in this study were 250 consumers, and the sample was 72 respondents calculated using the Slovin formula. The sampling technique used is probability sampling and simple random sampling with respondents or consumers who purchase spare parts H.O.P. Measurement of these variables uses a Likert scale, with four levels of answers. Data obtained from the results of the questionnaire were processed into interval data using SPSS 24 data processing software. The results of this study are that brand image does not affect purchasing decisions, product quality affects purchasing decisions, and prices influence purchasing decisions.