The Influence of Brand Image, Product Quality and Price on Consumer Purchase Decisions of Bolu Malang in Malang Regency

This study aims to determine the effect of brand image, product quality and price on consumer purchasing decisions Bolu Malang Singosari in Singosari. This research is a type of quantitative research using a sample of 100 consumers of Bolu Malang Singosari respondents. This sampling uses the Lemeshow formula, because the total population is unknown or infinite. The data analysis technique used in this study is the classical assumption test and multiple linear regression analysis. Data processing was carried out using SPSS 25 for Windows computer software. The results of this study prove that brand image has an effect on purchasing decisions at Bolu Malang Singosari in Singosari. Product quality has an effect on purchasing decisions at Bolu Malang Singosari in Singosari. Price has an effect on purchasing decisions at Bolu Malang Singosari in Singosari. Brand image, product quality and price have a simultaneous effect on purchasing decisions at Bolu Malang Singosari in Singosari.