PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN GARNIER DI SAMARINDA

Gabriela Silitonga 1 Heriyanto2 Nufitriani3

Abstract


The objectives of this research are : 1). To determine and analyze the influence of product quality on Garnier purchasing decisions in Samarinda. 2). To find out and analyze the influence of brand image on garnier purchasing decisions in samarinda. 3). To find out and analyze the influence of product and brand image on garnier purchasing decisions in samarinda.

The basic theory used is marketing management especially regarding product quality, brand image and purchasing decisions. This research was conducted in Samarinda. The samples taken were 80 respondens. Data collection by distributing questionnaires via google form. The analytical tool used is multiple linier regression.

The results show that : 1) Product Quality variables do not have a significant effect on purchasing decesions. 2) The Brand Image variable has a significant effect on purchasing decesions. 3) Product quality and Brand image variables have a significant influence on purchasing decesions

Keywords


Product Quality, Brand Image, Purchase Decesion

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References


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DOI: https://doi.org/10.31293/jma.v13i3.8226

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