PENGARUH IKLAN, HARGA, BRAND IMAGE, KEPERCAYAAN, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN OLEH-OLEH KHAS TANJUNGPINANG

Abstract

Tanjungpinang typical souvenirs are one that can bring great benefits to the community's economy, Tanjungpinang has special foods and souvenirs, such as gong-gong crackers, brains, gong-gong batik, and others. Advertising is very important because consumers are more likely to pay attention to advertisements of the products they will buy. Likewise with price, brand image, trust, quality of service on purchasing decisions typical of Tanjungpinang souvenirs. The population in this study were all students of class 2017-2019 Faculty of Economics, University Maritime Raja Ali Haji, totaling 303 people, with a total sample of 75 people. This research is a quantitative descriptive study with the analytical method used is descriptive test, data quality test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of the analysis in this study indicate that partially advertising, trustworthiness and service quality have a significant positive effect on purchasing decisions typical of Tanjungpinang. And partially, price has a significant negative effect on purchasing decisions. Meanwhile, brand image partially has no significant positive effect on purchasing decisions. The independent variable in this study contributed 60.2% to the decision to purchase typical Tanjungpinang souvenirs.