Pengaruh Citra Merek, Fitur Produk, Kualitas Produk, Dan Kelompok Referensi Terhadap Keputusan Pembelian Mesin Cuci Di Purbalingga

Abstract

This research is entitled "The Influence of Brand Image, Product Features, Product Quality and Reference Groups on Washing Machine Purchasing Decisions in Purbalingga". The aim of this research is to analyze and determine the influence of brand image, product features, product quality and reference groups on purchasing decisions for washing machines in Purbalingga.The hypothesis in this research is that brand image has a significant positive effect on purchasing decisions. Product features have a significant positive effect on purchasing decisions. Product quality has a significant positive effect on purchasing decisions. Reference groups have a significant positive effect on purchasing decisions. The population in this study is an unknown number of consumers using washing machines in Purbalingga, with a sample of 100 respondents. The sampling technique uses accidental sampling, the analysis tool uses multiple linear regression analysis and hypothesis testing uses the t test. Based on the t test and regression coefficient, it shows that brand image has no effect on purchasing decisions, product features have no effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions, reference groups have a positive and significant effect on purchasing decisions for washing machines in Purbalingga.

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