Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Daily Life Store Samarinda

Abstract

The purpose of this study was to determine the effect of Brand Image and Product Quality on Purchase Decisions for Daily Life Samarinda Products. There are three independent variables in this study, namely Brand Image (X1) and Product Quality (X2) and one dependent variable, namely Purchase Decision (Y). The number of samples in this study were 100 respondents who bought Samarinda daily life store products and analyzed data using software version 25. The tests carried out in this study were validity tests, reliability tests, Regression equation test, correlation coefficient test, (r), determination coefficient test (R2), normality test, multicollinearity test, heteroscedasticity test, t test (partial), f test (simultaneous) and dominance test. The results in this study are that the Brand Image variable partially has a significant positive effect, and the Product Quality variable partially has a positive and significant effect on the Product Purchasing Decision of the Daily Life Store Samarinda The results of the simultaneous test (F) show that brand image and product quality simultaneously have a positive and significant effect on purchasing decisions for Samarinda Daily Life Store products. It is suggested to the owner that in improving the brand image daily life, Companies should make products that are more creative and unique, so that they are not inferior to other brand images.