The Influence of Product Quality, Brand Image and Prices on the Purchase Decision of Gudang Garam Cigarettes (Case Study on Gudang Garam Cigarette Consumers in Surabaya)

This study aims to examine theeffect of the effect of product quality, brand image and price on the purchasing decision of Surya Gudang Garam on Surya Gudang Garam cigarette consumers in Surabaya. The study population was the consumer of Surya Gudang Garam cigarettes in the city of Surabaya. The sampling technique used in this study is probability sampling. This study uses multiple regression analysis with panel data as a data processing tool using the SPSS 25 software program. The results found that product quality has a negative and insignificant effect on purchasing decisions, while price has a positive and significant effect on purchasing decisions, and brand image. positive and significant effect on purchasing decisions.


INTRODUCTION
In the modern era like today, smoking is one of the factors that influence people's main lifestyle. Cigarettes have penetrated all levels of society, rich or poor, old or young, from adults to the younger generation and students. The cigarette business is actually created only for adults who choose to smoke or not, but in reality, cigarettes are not only popular with adults but also teenagers and even children. The ease with which cigarettes are found allows these teenagers to quickly become dependent on cigarettes, and they will like cigarettes even more. Every place sells cigarettes from various brands, from the cheapest to the most expensive. Riskesdas 2018 data shows the number of smokers over 15 years of 33.8%. Of these 62.9% are male and 4.8% are female smokers. Based on data from the 2018 National Basic Health Research (Riskesdas), the prevalence of smoking in adolescents aged 10 years to 18 years has increased by 1.9%. This percentage figure far exceeds the upper limit set by the 2019 RPJMN of 5.4%. Indonesia has 2.5 million outlets that are retailers of cigarettes. This figure does not take into account the cigarette-selling kiosks on the side of theroad. There is a fairly tight industrial competition between the products of PT Gudang Garam Tbk and PT Sampoerna which have flagship products, a brand image that is well known to the public and the phenomenon of price increases that have been decided by the minister of finance so this research is made to determine whether product competition, image brand and price influence the sales levels of these large companies.

RESEARCH METHODOLOGY
The population in this study were cigarette consumers, especially Surabaya students. In this study, the number of

RESULT AND ANALYSIS a. Effect of Product Quality on Purchasing Decisions
From the results of the t test on the product quality variable, it shows that the product quality is not significant to the purchase decision, thus it is stated that the product quality variable does not affect the purchasing decision of Gudang garamsolar cigarettes. Ho = H1 = 0 (product quality has no effect on purchasing decisions) accepted and Ha = H1 Ç 0 (Product quality affects the purchasing decision) rejected.

Decisions
From the results of the t test on the brand image variable shows a positive and significant result on purchasing decisions on the solar cigarette at Gudang garam in Surabaya, thus the hypothesis which states that the brand image variable has a significant effect on purchasing decisions. Ho = H2 = 0 (Brand image has no effect on purchasing decisions) is rejected and Ha = H2 Ç 0 (Brand image has no effect on purchasing decisions) is accepted. This study supports the results of previous research conducted [1] that brand image has a significant effect on purchasing decisions on Sampoerna A mild cigarettes in Kediri.

Effect of Price on Purchasing Decisions
From the results of the t test on the price variable, it shows a positive and significant result on the purchase decision on the solar cigarette at Gudang garam in Surabaya, thus the hypothesis that the price variable has a significant effect on the purchase decision. Ho = H3 = 0 (Price has no effect on purchasing decisions) is rejected and Ha = H3 Ç 0 (Price affects purchasing decisions) is accepted. This study supports the results of previous research conducted [1] that price has a significant effect on purchasing decisions on Sampoerna A mild cigarettes in Kediri. Although there are differences from previous research conducted by Jilly Bernadette Mandey [2] Price does not have a significant effect on purchasing decisions.

CONCLUSION
Based on the results of data analysis and the discussion that has been described, the following conclusions can be drawn: 1. Based on the results of the first statistical analysis shows that the product quality variable partially has a negative and insignificant effect on the Purchasing Decision variable for Surya Gudang Garam cigarette consumers in Surabaya.
2. Based on the results of the second statistical analysis shows that the price variable partially has a significant positive effect on the Purchasing Decision variable for the Surya Gudang Garam cigarette consumer in Surabaya.
3. Based on the results of the third statistical analysis shows that the brand image variable partially has a significant positive effect on the Purchasing Decision variable for the consumer of Surya Gudang Garam cigarettes in Surabaya.