PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ULAP DOYO DI KABUPATEN KUTAI BARAT

Abstract

The objectives of this reseach are :1). To find out and analyze the effect of product quality on the ulap doyo in kabupaten kutai barat. 2). To find out and analyze the influence of brand image on the ulap doyo in kabupaten kutai barat. 3). To find out and analyze the influence of product quality and brand image on the ulap doyo in kabupaten kutai barat.

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

The theoretical was conducted in Kabupaten Kutai Barat. The samples taken were 80 respondents. Collecting data by distributing questionnaires through a google 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 variable have a significant effect on purchasing decisions.