PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN COCA-COLA (Studi Kasus Pada Mahasiswa Stiami Kampus Bekasi Angkatan 2018)

Indah Rahmadani, Abdul Gofur

Abstract


This study was conducted to determine the effect of product quality and brand image on the purchase decisions for Coca-Cola (a case study on students of STIAMI, Bekasi Campus Class of 2018). This research is an explanatory research with a quantitative approach.The results of the study indicate that product quality has t count > t tablewhich is 3.282 > 1.98793 with a sig value of 0.001 < 0.05, which means that partially product quality has a positive and significant , effect on purchase decisions. Brand image has t count > t table , which is 4.647 > 1.9879 with a sig value of 0.000 < 0.05, which means that partially brand image has a positive and significant effect on purchase decisions. Meanwhile, simultaneously, product quality and brand image have an f count value of 44,876 with a significance level of 0.000, which means that both variables have a positiveand significant effect on purchase decisions.


Keywords


product quality, brand image, purchase decisions

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DOI: https://doi.org/10.31334/jambis.v3i2.3095

DOI (PDF): https://doi.org/10.31334/jambis.v3i2.3095.g1476

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