The Influence Of Product Quality, Price And Branding On  The Purchase Decision Of Hyundai Stargazer

Queenna Zora; Angel Therio; Fenny Krisna Marpaung

Published May 12, 2026

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Vol. 3 No. 1 (2026): Proceeding International Conference on Economic, Business, Management and Accounting

Queenna Zora

Universitas Prima Indonesia

Angel Therio

Universitas Prima Indonesia

Fenny Krisna Marpaung

Universitas Prima Indonesia

Abstract

This study aims to analyze the influence of product quality, price, and branding on the purchase
decision of Hyundai Stargazer. In the increasingly fierce competition of automotive industry,
Hyundai Stargazer as one of the innovative products in the MPV (Multi Purpose Vehicle)
segment needs an effective marketing strategy to attract consumer interest. This study uses a
quantitative method by distributing a form to 130 respondents who have purchased or
considering purchasing a Hyundai Stargazer. The data analysis technique used was multiple
regression analysis to test the relationship between independent variables (product quality, price,
and branding) and dependent variables (purchase decisions). Simultaneously, product quality,
price and branding contribute significantly to the purchase decision of the Hyundai Stargazer.
Our research concludes that product quality, price and branding are important factors that
Hyundai needs to consider to improve consumer purchasing decisions. Therefore, companies are
advised to continue to improve product quality, maintain competitive pricing strategies, and
strengthen branding through innovative marketing.
Keywords : product quality, price, branding, purchase decision, Hyundai Stargazer.

How to Cite

Queenna Zora, Angel Therio, & Marpaung, F. K. (2026). The Influence Of Product Quality, Price And Branding On The Purchase Decision Of Hyundai Stargazer . Proceeding International Conference on Economic, Business, Management and Accounting, 3(1). Retrieved from https://jurnal.unprimdn.ac.id/index.php/icebesma/article/view/8383

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