THE INFLUENCE OF BRAND IMAGE, SERVICE QUALITY AND PRICE ON THE DECISION TO USE OREO BARBERSHOP JEMBER SERVICES
Keywords:
Brand Image, Service Quality, Price and Usage DecisionAbstract
Current developments are changing the pattern of people's lives, including the business world. Business activities must be able to adapt to the times in order to develop and win market competition. Conditions of competition that are increasingly tight and competitive with various strategies and innovations in efforts to offer quality products must remain a concern for business people. Competition means that business people must have a good marketing approach and strategy for the products and services they offer so that consumers can easily find the advantages of products or services in the midst of globalization and the rapid dissemination of information which indirectly has an impact on competition for players. business itself. Therefore, companies must have a good strategy in business activities so they can win market competition. This research aims to determine the influence of brand image, service quality and price on usage decisions. This research uses multiple linear regression testing. Sampling in this study used purposive sampling with the criteria that consumers had used Oreo Barbershop services at least once with a sample of 180 respondents. The results of the partial test (t test) show that brand image has no significant effect on usage decisions and service quality and price have a significant effect on usage decisions.
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