The Influence of Product Quality, Price, and Brand Image on Product Purchase Decisions at MSMEs in Sidoarjo Regency

Tribianti, Reza Nanda. 2021. The Effect of Product Quality, Price, and Brand Image on Product Purchase Decisions at UMKM Junior Baby Krembung , Sidoarjo. This thesis is not published. Faculty of Business, Law and Social Sciences, University of Muhammadiyah Sidoarjo.This study aims to determine the effect of product quality, price, and brand image on product purchasing decisions at UMKM  Junior Baby Krembung , Sidoarjo.In this study using quantitative methods and the data used are primary data, as well as statistical techniques for processing existing data to prove the hypothesis. The population in this study were all product buyers at UMKM Junior Baby whose total population could not be counted. Determination of the sample using the insidential sampling method with the criteria of consumers who are domiciled in Sidoarjo either permanent or temporary, customers who are 18 years of age and over because of the early gods starting at the age of 18 years, customers who have used products from junior babies. 90 respondents. Collecting data in this study through distributing questionnaires. The analytical method used is multiple linear regression analysis with the SPSS version 18 program.The results showed that product quality, price and brand image had a simultaneous and significant effect on Buyer Decisions at UMKM Junior Baby. This shows that if the quality of the product is getting better and the price offered is in accordance with that quality, it will increase the purchasing decision, and if the UMKM has a good brand image it will affect the purchase decision of a product.