RELATION PRODUCT QUALITY, PRICE AND BRAND IMAGE ON PURCHASE DECISIONS

Abstract

Consumers will be more selective in making purchasing decisions, as well as the purchasing preloved H&M products on branded fashion online store established by buyers from Bandung. The case study was conducted to the branded fashion online store customers. This study used quantitative methods. The population and sample of this study were 40 respondents. The data analysis technique of this study used Multiple Linear Regression analysis. The results showed that all variables independent simultaneously and partially affect the purchase decisions on the preloved H&M product on the branded fashion online store. This quality is a dominant factor and significantly affects the purchase decision of preloved products on the branded fashion online store. The suggestion given by this study is to be an evaluation material in improving the purchase decisions on the preloved products of the branded fashion online store, by improving promotional techniques, packaging, and price adjustments.