PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK TOLAK ANGIN SIDOMUNCUL PADA PT OGAN SAKTI PRATAMA (STUDI KASUS PENDUDUK KOTA JAMBI)

Rohma Nuraini, Rohma Nuraini (2021) PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK TOLAK ANGIN SIDOMUNCUL PADA PT OGAN SAKTI PRATAMA (STUDI KASUS PENDUDUK KOTA JAMBI). skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT ROHMA NURAINI / 1700861201028 / FACULTY ECONOMIC OF MANAGEMENT / EFFECT OF PRODUCT QUALITY AND BRAND IMAGE TO PURCHASING DECISIONS FOR PRODUCTS OF TOLAK ANGIN SIDOMUNCUL (CASE STUDY OF JAMBI CITY RESIDENT) / 1 ADVISOR PUPU SOPINI S.E,M.M. AND 2 nd ADVISOR DENNY ASMAS,SE,M.Si. This research aims to analyze fistly, how to product quality, brand image and purchasing decisions for products tolak angina sidomuncul at PT Ogan Sakti Pratama Jambi City. Secondly how does the effect of product quality and brand image to purchasing decisions for products tolak angin sidomuncul at PT Ogan Sakti Pratama Jambi City The research methodology is descriptive and quantitative analysis methods. Data used is secondary data.The population become object in this research is job satisfaction at executive fitness center. . The method for analysis is analysis simple regression, hypotesis test, correlation so determinant coefficient and t_test. Sampel of reseach in this study was 100 respondent taken from residents of Jambi City. Method of data was primary data in the form of questionnaire. Result of research is effect of product quality and brand image to purchasing decisions for products tolak angin sidomuncul have a significant effect. This marked with a regression line is Y = 2.264 + 0.349 X 1 + 0,459 X 2 VI st + e. Futhermore, the calculate F count is greater than F table and the signification is smaller than 0.05 (81.574 > 3.09) and (0.000 < 0.05). Than both of independent variable is product quality and brand image have partialy effect to purchasing decisions. Where t count is greater than t table and the signification is smaller than 0.05. Conclusion is the variable product quality and brand image have effect to purchasing decisions.

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