This research aims to test and analyze the
influence of brand image, product quality and
price on purchasing decisions for Sirwal Rossskar
trousers in Pemalang. The population in this study
are consumers who have purchased Sirwal
Rosskar trousers in Pemalang. The sample for this
research was 100 respondents / consumers, the
sample method used was purposive sampling. The
analytical method used to test the hypothesis in
this research is SPSS.20.
The results of thisresearch show that brand image
has a negative and insignificant effect on
purchasing decisions, product quality and price
have a positive and significant effect on
purchasing decisions.
Design/methodology/approach – Data Primer,
Kuesioner, SPSS.20.
Findings – Citra Merek berpengaruh negatif dan
tidak signifikan terhadap Keputusan pembelian,
Kualitas Produk berpengaruh positif dan signifikan
terhadap Keputusan pembelian, Harga
berpengaruh positif dan signifikan terhadap
Keputusan pembelian.
Originality/value – Objek yang diteliti, Teknik
pengumpulan data, Penambahan variabel
independen.
