Pengaruh Faktor Penentu Keputusan Terhadap Persepsi Dan Loyalitas Konsumen Dalam Pembelian Sari Kurma Al - Jazira Bogor

Abstract

CV. Amal Mulia Sejahtera is a Business Entity processing palm fruit into alternative healthy drinks that are packaged in plastic bottles named date palm beverage. The purpose of this study is to determine the influence of product quality, price, trademark image and sales promotion of purchasing Al - Jazira date palm beverage. This research used multiple linear regression analysis to determine whether any factor can have a significant influence on purchasing. The result of the research showed that the product quality factor has a significant influence on purchasing decisions because the higher value of the product quality can increase the value of purchasing decision. CV. Amal Mulia Sejahtera needs to consistently maintain product prices due to the negative effect that the higher value of the price will reduce the value of purchasing decision