The Influence of Price, Product Quality, and Brand Image on Purchase Decisions for Ultra UHT Milk Products During the Covid-19 Pandemic in Indonesia

Abstract

This study aims to determine the effect of price, product quality, and brand image on purchasing
decisions of UHT milk in Indonesia. The research method used in this research is by distributing
questionnaires to all users of UHT milk products, using probability sampling technique or random sampling
is a sampling technique carried out by providing opportunities or opportunities for all members of the
population to become samples. This sample obtained is expected to be a representative sample. Using
this technique because this study provides opportunities for all users of ultra-milk to be a sample of 97
respondents. This study uses the Multiple Linear Regression method which is directed to analyze the truth
of the data to determine the effect between the independent variable and the dependent variable. The
results of this study can be concluded that the variables of price, product quality, and brand image
simultaneously have a significant effect on purchasing decisions as evidenced by the results of the
simultaneous test (f test) and partial test (t-test).