PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN (AMDK) MEREK AQUA PADA MASYARAKAT KOTA SAMARINDA

Abstract

The increasingly rapid development of the bottled mineral water business means that companies have to think about the right strategy so that the products they offer can be selected and result in purchasing decisions for consumers. One strategy that can be carried out by companies is to develop product quality and create a good brand image for consumers to result in purchasing decisions. This research aims to determine and analyze the influence of product quality and brand image partially or simultaneously on purchasing decisions for Aqua brand bottled drinking water (AMDK) in Samarinda City Community.

This research was conducted only on 600 ml Aqua consumers in the city of Samarinda. The sample taken was 96 respondents using the purposive sampling method. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The results of the research show that 1) Product quality has a significant influence on the decision to purchase Aqua bottled drinking water among the people of Samarinda city. 2) Brand image has a significant influence on the decision to purchase Aqua bottled drinking water among the people of Samarinda city. 3) Product quality and brand image together have a significant influence on the decision to purchase Aqua bottled drinking water among the people of Samarinda city because these two variables complement each other and influence consumer decisions in several ways, where Aqua products have good quality, are safe to consume and have an image. a brand that is positive in its commitment to social responsibility