Pengaruh Citra Merek, Kualitas Produk, Harga, dan Iklan terhadap Keputusan Pembelian Jasa Nano Coating pada Scuto Veteran Palembang

Abstract

This study aims to analyze the influence of brand image, product quality, price, and advertising on purchasing decisions for nano coating services at Scuto Veteran Palembang. The research employed a quantitative method with an associative approach. The sample consisted of 138 respondents selected through purposive sampling, namely consumers who had previously used nano coating services at Scuto Veteran Palembang. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination with the assistance of Statistical Product and Service Solutions (SPSS) software. The results indicate that, partially, brand image, product quality, price, and advertising have a positive and significant effect on purchasing decisions. Brand image showed a t-value of 4.314 (sig. 0.000), product quality 2.510 (sig. 0.013), price 3.742 (sig. 0.000), and advertising 2.946 (sig. 0.004). Simultaneously, these four variables have a positive and significant effect on purchasing decisions, with an F-value of 122.742 and a significance level of 0.000. The coefficient of determination (R²) value of 0.787 indicates that 78.7% of the variation in purchasing decisions can be explained by brand image, product quality, price, and advertising, while the remaining 21.3% is influenced by other factors outside the scope of this study. Therefore, these variables are important factors in enhancing purchasing decisions for nano coating services.