Pengaruh Kualitas Produk, Harga, dan Citra Merek Terhadap Keputusan Pembelian Bakpia Djava

Abstract

This study aims to analyze the influence of product quality, price, and brand image on purchasing decisions for Bakpia Djava products. This quantitative study employed a survey method involving 149 students of the Office Administration Education Study Program, class of 2024, who participated in the Off-Campus Learning Program and had purchased Bakpia Djava products. Respondents were selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics 25, preceded by validity, reliability, and classical assumption tests. The results show that product quality does not have a significant effect on purchasing decisions, whereas price and brand image have positive and significant effects. Simultaneously, product quality, price, and brand image significantly explain variations in purchasing decisions, with an F-value of 154.553 (p < 0.001). The coefficient of determination (R² = 0.762) indicates that the three independent variables explain 76.2% of the variation in purchasing decisions within the research model, while the remaining 23.8% is not explained by the model. These findings indicate that price and brand image are significant factors associated with purchasing decisions among the respondents, whereas product quality does not show a statistically significant partial effect. The findings provide practical implications for Bakpia Djava to maintain price suitability and strengthen brand image while maintaining consistent product quality standards.