Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Ngikan Yuk Kota Bandung

Fandi Al Hafizh, Farah Oktafani

Abstract

Abstract : This research is motivated by the factors that influence consumers of Ngikan Yuk
Bandung City in making purchasing decisions. This problem is based on the results of a presurvey which showed that half of the frequency of consumers making purchases at Ngikan Yuk
outlets in Bandung City only ever made one Ngikan Yuk purchase.
This study aims to determine the effect of brand image and product quality on purchasing
decisions of Ngikan Yuk Kota Bandung. The method used in this research is quantitative
method with descriptive and causal research types. The type of data used in this research is
primary data through questionnaires and secondary data from books, notes, or articles. The
population in this study were Ngikan Yuk buyers in the Bandung city. In this study using
nonprobability sampling technique with a total of 100 respondents. The data analysis
technique used descriptive analysis and multiple linear regression analysis.
The results showed that the variable brand image and product quality in the category was very
good. The results of multiple linear recession analysis showed that the variable brand image
and product quality had a significant effect on purchasing decisions by 76.4% and the
remaining 23.6% was influenced by other variables not studied.
Keywords: Brand Image, Product Quality, Purchase Decision.

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