The Effect Of Price, Product Quality And Brand On Gs Astra Battery Purchase Decision At Pt Capella Patria Utama Medan

Abstract

The purpose of this study is to determine the effect of price, product quality and brand on purchasing decisions for GS Astra Batteries at PT Capella Patria Utama Medan. Consumers are interested in buying GS Astra Batteries by looking at the packaging, shape, and color because of the many imitation products, and the Astra Otoparts logo on the packaging will differentiate and attract consumers to buy GS Astra Batteries. The population in the study were consumers of PT Capella Patria Utama Medan from February to June 2023 totaling 356 people and the sample used the Slovin formula with a total of 188 people. The research method applies multiple linear regression analysis techniques. The results of the study are that the price variable partially has no positive and insignificant effect on purchasing decisions at PT Capella Patria Utama Medan. The product quality and brand variables partially have a positive and significant effect on purchasing decisions for GS Astra batteries at PT Capella Patria Utama Medan. The price, product quality and brand variables simultaneously have a positive and significant effect on purchasing decisions for GS Astra batteries at PT Capella Patria Utama Medan.