Corporate Image, Product Quality, and Price Effects on Herbal Product Purchase Decisions

Abstract

Consumer decision-making processes regarding herbal product purchases constitute critical determinants influencing business sustainability within the health product industry. This research examines corporate image, product quality, and price impacts on consumer purchase decisions at PT. Melia Sehat Sejahtera Medan. Employing quantitative methodology with a purposive sampling technique, 62 consumers participated as research respondents. Data analysis utilizes multiple linear regression techniques, including validity, reliability, and classical assumption tests. Empirical findings reveal product quality and price exert positive and significant influences on purchase decisions, while corporate image demonstrates a positive but insignificant effect. Simultaneously, all variables significantly influence purchase decisions, explaining 41.7% variance, with the remaining 58.3% attributed to unexamined factors.