THE IMPACT OF PRODUCT QUALITY, DESIGN, BRAND, AND PRICE TOWARDS CONSUMER’S BUYING DECISION ON HERTURE’S PRODUCTS

Abstract

the purpose of this research is to discover the existance of the impact of product quality, design, brand and price towards the consumer’s buying decision of Herture’s products. The population used in this research is Herture’s reachable consumers, numbered at 63 person and all of them were used as samples. Questionnaires are used to collect the data from the respondents. The dependent variable is buying decision, and the in dependent variables in this research are product quality, design, brand, and price. Multiple linear regression method was used in this research to analyze the data collected. The result of this research shows that product quality, design, brand, and price have a significant effect on the buying decision of Herture’s products