DIFERENSIASI PRODUK, CITRA MEREK, KUALITAS PRODUK DAN HARGA PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Bandung Super Model Sengkaling Malang)

ABSTRACK The aim of this research is to find out the product differentiation, brand image, produk quality, and price on purchasing decisions. The population in this study is all consumers in Bandung Super model Sengkaling Malang. The sample in this study used purposive sampling technique 94 respondents. The analysis used to measure the effect of product differentiation strategy, brand image, product quality, and price on purchasing decisions is multiple linear regression analysis. The results showed that product differentiation, brand image, product quality and price simultaneously had a significant effect on purchasing decisions with values (sig. 0.023). And partially variables that have a significant effect on purchasing decisions are product quality with value (sig. 0.023), and price with value (sig. 0.015) while product differentiation with value (sig. 0.796) and brand image with value (sig. 0.446) partially no significant effect on purchasing decisions.Keyword: Product Differentiation, Brand Image, Product Quality, Price, Purchasing Decision