“THE IMPACT OF BRAND IMAGE, PRICE AND PERCEIVED QUALITY ON PURCHASE DECISION (A STUDY CASE OF HEINEKEN BEER IN JAKARTA)

Abstract

This research is based on the competitive conditions of beer industries in Indonesia, where Heineken beer’s market share is always going down each year. Variable used in this research are Brand Image (X1), Price (X2) and Perceived Quality (X3) on Purchasing Decision (Y). The data are collected by distributing questionnaire to 137 respondents. The researcher used quantitative analysis includes validity and reliability test, correlation, multicollinearity and binomial logistic regression. The hypothesis testing results that Brand Images is 0.000 below 0.05, shows that Brand Image has partial significant influence towards Purchasing Decision, Price is 0.849 above 0.05, shows that Price has not partial significant influence towards Purchasing Decision and Perceived Quality is 0.013 below 0.05, shows that Perceived Quality has partial significant influence towards Purchasing Decision. This research also shows that there is no multicollinearity between all the independent variables toward the dependent variable.