Article
The influence of product quality, price, and brand image on purchasing decisions at Starcross Kendari
Jurnal HOMANIS: Halu Oleo Manajemen dan Bisnis, Vol. 3 No. 3 (2026), hlm. 886–895
Abstrak
This study aims to: (1) determine the influence of product quality, price, and brand image on purchasing decisions at Starcross Kendari. (2) Determine the influence of product quality on purchasing decisions at Starcross Kendari. (3) Determine the influence of price on purchasing decisions at Starcross Kendari. (4) Determine the influence of brand image on purchasing decisions at Starcross Kendari. The population in this study was all Starcross Kendari customers. The sample size was determined using the Lemeshow formula. The sampling technique used was accidental sampling. This study used multiple linear regression analysis. The results of the study indicate that: (1) Product quality, price, and brand image simultaneously have a positive and significant effect on purchasing decisions at Starcross Kendari. (2) Product quality partially has a positive and significant effect on purchasing decisions at Starcross Kendari. (3) Price has a partial positive and significant effect on purchasing decisions at Starcross Kendari. (4) Brand image has a partial positive and significant effect on purchasing decisions at Starcross Kendari.