The Influence of Product Quality, Brand Image, and Price on Purchase Decision of Cimory Yogurt Drink: A Case in the Special Region of Yogyakarta

Abstract

This study aims to determine the effect of product quality, brand image, and price on purchase decision of cimory yogurt drink in the Special Region of Yogyakarta. The population of this study were people who had purchased and consumed Cimory yogurt drink. The sample was 100 respondents selected based on the predetermined criteria under probability sampling technique of cluster (area) random sampling. The data collection technique used is questionnaire. Data analysis with multiple linear regression was processed using the SPSS. The results indicate that product quality, brand image, and price have a significant positive effect on purchase decisions partially and simultaneously.