Purchase Decisions: Brand Image and Product Quality

Andi Rahmat Hidayat · Solihin Mattalatta · Muhammad Nurhadi N · Sofyan Hamid Indar

12 citations0/0 files storedYUME : Journal of Management

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

The purpose of this study was to determine the effect of brand image and product quality on purchasing decisions Donut J-Co, both partially and simultaneously. Where in this study using a sample of a total population of 97 respondents with solving sampling techniques and the use of multiple regression analysis tools with SPSS software 23.The results showed that brand image partially had a positive and significant effect on the purchase decision of Donut J-Co, product quality showed the results that had a positive and significant effect on the purchase decision of Donut J-Co, while for simultaneous testing the results showed that brand image and product quality affected positive and significant towards J-Co's buying decision. Keywords: Purchase Decision, Brand Image, Product Quality

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