Indah Dwi Purwanti Pengarang

This research is motivated by a thought that purchasing decisions are influenced by several factors. Therefore, it is necessary to analyze the factors that influence purchasing decisions. The decision to buy people is influenced by several factors including the brand image of the variant product and the location of the business premises. The object of this study is a questionnaire distributed to respondents, namely consumers who have already bought Haus brand drinks. The study used independent variable brand image (X1), variant product (X2) and location (X3). The analytical method used by linear regression analysis is multiple. The sample used in this study as many as 180 respondents who were consumers of companies that had bought Haus brand beverage products at South Tambun outlets. The data obtained is primary data that is the result of respondents' answers to questionnaires distributed. The results of this study showed that brand image variables, product variants and locations had a partially significant effect on purchasing decisions. The results also showed that there was a significant influence on brand image variables, product variants and location simultaneously on purchasing decisions. In the determination test there was an effect of 57.9% of independent variables (brand image, variant product and location) on dependent variables (purchasing decisions). Meanwhile, 42.1% were affected by other variables and were not included in this regression analysis.