PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ES KRIM CAMPINA

FARHAN, M (2024) PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ES KRIM CAMPINA. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The aim of this research is to determine and analyze the influence of product quality and brand image on purchasing decisions for Campina ice cream. The population in this study is campina ice cream consumers whose number is not known for certain, with a sampling technique that uses nonprobability sampling. The research sample was 95 respondents. The method used by researchers is a quantitative method. The data used is primary and secondary data with data collection techniques, namely observation, questionnaires and library research. The data was processed using SPSS version 25. The results showed that product quality had an influence on purchasing decisions with a t-count of 3.142 and a significant value of 0.002. This means that there is a positive influence between product quality and purchasing decisions. The t-count value is 3.142 > 1.98580 and the significant value is 0.002 < 0.05. Brand image influences purchasing decisions with a t-count of 4.684 and a significant value of 0.000. This means that there is a positive relationship between brand image and purchasing decisions. The t-count value is 4.645 > 1.98580 and the significant value is 0.000 < 0.05. Product quality and brand image simultaneously have a positive and significant influence on the decision to purchase Campina ice cream. This is proven by the value in the F test results which shows that fcount is 89.361 ftable 3.10 (df1 K – 1) (df1 3 – 1 2) (df2 n – k) (df2 95 – 3 92) and is significant 0.000 < 0 .05. Keywords: Product Quality; Brand Image; Purchase Decision

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