PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK NIVEA DI KOTA KENDARI

Abstrak

The purpose of this study was to determine the effect of product quality and brand image partially and simultaneously on purchasing decisions for Nivea products in Kendari City. The population of this study was the people of Kendari City who used Nivea products. The sample in this study used the accidental sampling technique, which is a sampling technique based on coincidence, namely anyone who accidentally meets the researcher can be used as a sample and the number of samples used in this study was 70 respondents. To obtain data in this study, the author used observation and questionnaire techniques. In analyzing data using multiple linear regression analysis, t-test, F-test, and determination test. Based on the results of the partial test (t-test) it can be concluded that the variables of product quality and brand image have a positive and significant influence on customer purchasing decisions. Based on the results of the F test it can be concluded that the variables of product quality and brand image simultaneously or together influence customer purchasing decisions

Kata kunci

• Brand Image
• Keputusan Pembelian
• Kualitas Produk