Analisis Pengaruh Harga, Kualitas Produk, Citra Merek dan Keberagaman Produk Terhadap Keputusan Pembelian di Granada Delanggu

The purpose of this study was to examine the effect of price, product quality, brand image and product diversity on purchasing decisions in Granada Delanggu. This research method uses a quantitative approach that uses numerical data. The population in this study were consumens in Granada Delanggu. Total population is not known with certainty and a sample of 100 respondents. The sampling technique uses purposive sampling. Data analysis techniques using are (1) instrument test (validity and reliability test), (2) Classical Assumption Test (normality, multicollinearity, heteroscedasticity) and (3) Hypothesis test (multiple linear regression analysis, t test, F test and R2). The results showed that the t test showed that (1) Price had a significant effect on purchasing decisions in Granada Delanggu. (2) Product quality has a significant effect on purchasing decisions in Granada Delanggu. (3) Brand image has a significant influence on purchasing decisions in Granada Delanggu. (4) Product diversity has a significant effect on purchasing decisions in Granada Delanggu.