PENGARUH HARGA, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KAHF (Studi Kasus Pada Mahasiswa STIE Bina Karya Tebing Tinggi)

This study aims to determine the Effect of Price, Brand Image and Product Quality on Purchasing Decisions on Kahf Products (Case Study on STIE Bina Karya Tebing Tinggi Students). The research method used is a quantitative
method using the help of SPSS version 25.00. which was collected from the results of distributing questionnaires to STIE Bina Karya students who use Khaf products as many as 69 respondents. The analysis method used in this study is to use an instrument test, namely the validity and reliability test. The classical assumption test is the normality test, multicollinearity test, heteroscedasticity test, multiple
linear regression analysis, determination coefficient analysis (R2), hypothesis test is the T test and F test. The results of SPSS in this study are that the price variable
has an effect on purchasing decisions, the brand image variable does not have an effect on purchasing decisions, product quality has an effect on purchasing decisions, then the F test obtained brand image, and product quality have an
effect simultaneously on purchasing decisions.