Pengaruh Brand Image, Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Buku di Toko Gramedia Kota Surakarta

This study aims to analyze the effect of brand image, price, service quality on purchasing decisions. In this study using a sample of 100 respondents from the city of Surakarta. The sample selection method used purposive sampling and the data used were primary data in the form of a questionnaire. The data analysis method used is multiple linear regression analysis using several variables, namely brand image, price, service quality and purchasing decisions. The results showed that brand image had a significant positive effect on purchasing decisions with the results of the t test with a significance value of 0.022 less than 0.05, price having a significant negative effect on purchasing decisions with the t test results with a significance value of 0.025 less than 0.05, and service quality having a positive effect. significant on purchasing decisions with t test results with a significance value of 0.000 less than 0.05. R Square value of 0.440 indicates that brand image (X1), price (X2) service quality (X3) is able to explain variations in changes in purchasing decision variables (Y) by 44% while the remaining 56% is explained by other variables outside the model