PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SARUNG TENUN SAMARINDA HJ. FATMAWATI

Abstract

Anastasia Siam, 2022: The Influence of Product Quality and Brand Image on the Purchase Decision of Samarinda Weaving Sarongs Hj. Fatmawati. Under the guidance of Mrs. Mardiana as supervisor I and Mrs. Rina Masithoh Haryadi as supervisor II.

The objectives of this research are: 1). To find out and analyze the effect of product quality on the purchasing decision of the Samarinda woven sarong. 2). To find out and analyze the influence of brand image on the purchasing decision of Samarinda woven sarongs. 3). To find out and analyze the influence of product quality and brand image on the purchasing decision of Samarinda woven sarongs.

The theoretical basis used is marketing management, especially about product quality, brand image and purchasing decisions.

This research was conducted in Samarinda. The samples taken were 97 respondents. Collecting data by distributing questionnaires through a goggle form. The analytical tool used is multiple linear regression.

The results showed that 1). Product quality variables have a significant effect on purchasing decisions. 2). Brand Image variable has a significant effect on purchasing decisions. 3). Product quality and brand image variables have a significant effect on purchasing decisions.