Global Journal of Economic and Finance Research

This study aims to analyze the effect of product quality, brand image, and price on the purchase decision of Wilson tennis rackets. This study employed a quantitative explanatory research design. The population consisted of consumers who had purchased Wilson tennis rackets through the Instagram account @rakettenisbekas. Using purposive sampling, 100 respondents were selected as the research sample. Data analysis was conducted using multiple linear regression with SPSS, including instrument testing, classical assumption testing, hypothesis testing, and coefficient of determination analysis. The findings indicate that product quality, brand image, and price each have a positive and significant effect on purchase decisions. Brand image was identified as the most dominant factor influencing purchase decisions. The coefficient of determination test showed that 94.0% of the variance in purchase decisions could be explained by the three independent variables included in the model. These findings reinforce Consumer Behavior Theory by confirming that purchasing decisions for premium sports products are shaped by both functional product evaluations and psychological brand perceptions. Practically, sellers and distributors of Wilson tennis rackets should prioritize strengthening brand image, maintaining product quality, and implementing value-based pricing strategies to improve consumer purchase decisions.

Product Quality, Brand Image, Price, Purchase Decision.

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