Pengaruh Harga, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian Mie Sedap Instant (Studi Kasus Pada Ibu – Ibu Rumah Tangga Di Desa Sei Lama Kec. Simpang Empat Kab. Asahan)

Abstract

This study aims to determine and analyze the influence of Price, Product Quality,
and Brand Image of Decision Purchase Instant Noodles. This study uses 88 respondents as
sample research and technique of determining the sample using purposive sampling
method.
Data analysis method used is descriptive analysis method and multiple linier
regression analysis method. The data used are primary data and secondary data obtained
through documentation studies, interviews and questionnaires whose measurements use
differential semantic scales. Hypothesis testing by using multiple linear regression
analysis.
The results showed that simultaneously the price, Product Quality, and Brand
Image significantly influence the Decision Purchase Instant Noodle. Partially, price has
no significant effect, while brand image has significant effect. Brand image is the dominant factor influencing the Decision of Buying Instant Noodle. The value of Adjusted R Square

is 0,222, meaning 22,2% Purchasing Decision of Instant Instant Noodle can be explained
by Price, Product Quality, And Brand Image, and the rest 77,8% explained by factors not
examined in this research.