PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Richeese Factory Di Kediri)

The purpose of this study is to determine and analyze the significance of the influence of brand image on purchasing decisions, the influence of product quality on purchasing decisions, the influence of service quality on purchasing decisions and the dominant variables that influence brand image, product quality, and service quality on purchasing decisions. The type of research used in this study is explanatory research, with a population of all consumers who first time to buy product Richeese Factory in Kediri City with a sample size of 160 respondents. The data analysis technique uses multiple linear regression analysis. The results of the analysis show that brand image have positive and significant influences purchasing decisions, product quality have positive and significant influences purchasing decisions, service quality have positif influence but not significant purchasing decisions and product quality has a dominant influence on purchasing decisions for consumers of Richeese Factory Kediri City.