The Influences of Brand Image, Product Quality, Service Quality and Price Perception on the Purchase Decision of D'most Interior Products and Services

Abstract

This study aims to analyze the influence of brand image, product quality, service quality, and price perception on product and service purchasing decisions at D'Most Interior, a company that plays an important role in the interior design industry. This study uses a quantitative descriptive approach with data collected through questionnaires to 92 D'Most Interior consumers as samples, taken using the total sampling technique. Conducted from September to October 2024, the analysis was carried out using validity, reliability, classical assumptions, hypotheses, and multiple linear regression tests with SPSS version 27. The results of the study indicate that brand image, product quality, service quality, and price perception simultaneously have a positive and significant effect on purchasing decisions, but partially, only brand image and service quality have a significant effect, while product quality and price perception do not have a significant effect.