PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN INDOMIE
The purpose of this study is to prove that there is an influence of brand image on purchasing decisions and product quality on purchasing decisions. This research is a quantitative research with primary data sources. Respondents of this study were Indomie consumers who lived in DKI Jakarta as many a...
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2021-07-16.
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| 520 | |a The purpose of this study is to prove that there is an influence of brand image on purchasing decisions and product quality on purchasing decisions. This research is a quantitative research with primary data sources. Respondents of this study were Indomie consumers who lived in DKI Jakarta as many as 100 people using purposive sampling technique as a sampling technique. The data analysis technique used is descriptive and inferential data analysis techniques. Based on the results of data processing through t-statistics on Smart PLS, the results of this study are that brand image has a significant effect on purchasing decisions, with a path coefficient value of 0.463. While product quality has a significant effect on purchasing decisions with a path coefficient value of 0.476. Keywords : Purchasing Decision, Brand Image, Product Quality, Indomie | ||
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