PENGARUH HARGA, PROMOSI, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This study aims to determine the effect of price, promotion, product quality, and brand image on consumer purchasing decisions. The increasingly competitive business landscape requires companies to understand consumer needs and desires through appropriate marketing strategies in order to enhance purchasing decisions. Factors such as price, promotion, product quality, and brand image are important aspects that consumers consider before purchasing a product. This study employs a quantitative method with a literature review approach, collecting data from various journals, books, scientific articles, and previous studies relevant to the research variables. The data obtained were then analyzed descriptively to determine the relationship between the independent variables and the dependent variable. The results show that price has a positive effect on purchasing decisions, as prices that align with product quality can increase consumer interest. Promotion also has a positive effect on purchasing decisions through advertisements, social media, and discounts that attract consumer attention. Furthermore, product quality and brand image have a positive effect as they are able to create consumer satisfaction, trust, and loyalty toward the product. Simultaneously, price, promotion, product quality, and brand image influence consumer purchasing decisions.