Evaluating the Impact of Product Quality, Brand Image, and Price Perception on Fanta Purchase Decisions
Keywords:
Product Quality, Brand Image, Price Perception, Purchase DecisionAbstract
This study seeks to analyze the impact of product quality, brand image, and price on purchasing decisions for Fanta soft drinks. The target population comprises individuals who have consumed or are familiar with the Fanta brand. A sample size of 100 respondents was selected using the Purposive Sampling Technique. Employing a causal research design, the study applied Descriptive Statistics and Regression Analysis for data evaluation, utilizing SmartPLS 3.0 software as an analytical tool. The findings reveal that product quality does not significantly influence purchasing decisions, whereas both brand image and price exhibit a positive and significant effect on purchasing decisions.
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