PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK PT SHAZA FOOD (STUDI KASUS DI AREATANGERANG SELATAN)

Abstract

The purpose of this study was to determine the effect of product quality and brand image on product purchasing decisions at PT Shaza Food case study in the South Tangerang area and to determine whether or not the influence of product quality with purchasing decisions, brand image on purchasing decisions, and product quality and Brand Image on Purchasing Decisions. This research method is a descriptive quantitative form with survey techniques. The sampling technique used random sampling technique with a total sample of 109 respondents. Data analysis using statistical tools with SPSS version 22 for windows program with analysis methods of validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression analysis, hypothesis testing (T and F test) coefficient of determination. From testing the hypothesis which shows the value of I t count I> t table (8.687> 1.98260) so that Ho1 is rejected and Ha1 is accepted, it is the product quality (x1) that partially affects purchasing decisions (y). Then the value of I t count I> t table (7,285> 1,98260) so that Ho2 is rejected and Ha2 is accepted is the Brand Image (x2) partially affects the purchasing decision (y). Judging from the calculated F value is greater than F table (182,357> 3.08) so that Ho3 is rejected and Ha3 is accepted and the results of the coefficient of determination obtained R Square value of 0.775 or 77.5%, this shows that the variable product quality (x1) and brand Image (x2) simultaneously affects purchasing decisions (y) by 77.5% and 22.5% is influenced by other variables outside of this study.