Pengaruh Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian Pada Lazatto Di Sukabumi 2021
Abstrak
The growth of restaurants has increased quite high in the Sukabumi area, namely Lazatto. There is a problem in the decision to purchase Lazatto in Sukabumi that is not in line with the company's expectations, so sales are low. It is suspected that the purchase decision is influenced by product quality and brand image. The purpose of this study was to determine how the influence of product quality and brand image on purchasing decisions at Lazatto in Sukabumi. The method used is quantitative using multiple linear regression. Questionnaires were distributed to 100 respondents and data processing using SPSS 26. The results of this study indicate that the Product Quality variable in the good category scores 80%, Brand Image in the good category scores 79% and Purchase Decisions in the good category scores 79%. Product quality has a partial effect of 2.554 and Brand Image has a partial effect of 5.535 on Purchase Decisions. Product Quality and Brand Image have a simultaneous effect on purchasing decisions of 56.114. The variables of Product Quality and Brand Image affect the Purchase Decision by 53.6%. While the remaining 46.4% is influenced by other variables not examined. Keywords-product quality, brand image, purchase decisionUnduhan
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