Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal International Journal Management and Economic (IJME)
Nora Pitri Nainggolan
University of Putera Batam
Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY, AND PROMOTION ON THE PURCHASE DECISION OF INDOMILK PRODUCTS IN BATAM CITY Angeline; Nora Pitri Nainggolan
International Journal Management and Economic Vol. 5 No. 2 (2026): May: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v5i2.2722

Abstract

This study aims to analyze the influence of brand image, product quality, and promotion on purchasing decisions for Indomilk products in Batam City. This study uses a quantitative approach with a survey method. Data were obtained by distributing questionnaires to Indomilk consumers domiciled in Batam City with a total of 119 respondents. The sampling technique used purposive sampling with the criteria that respondents had purchased Indomilk products and were at least 17 years old. Data analysis was conducted using descriptive statistics and multiple linear regression with the help of SPSS version 26. The results showed that partially brand image, product quality, and promotion had a positive and significant effect on purchasing decisions for Indomilk products in Batam City. Simultaneously, the three independent variables also had a significant effect on purchasing decisions. These findings indicate that consumer purchasing decisions are not only influenced by one factor, but are a combination of positive brand perceptions, good product quality, and effective promotional strategies. Findings study This give implications strategic for company in formulate marketing strategies use increase decision purchase consumers.
THE EFFECT OF BRAND AWARENESS, BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASE DECISIONS FOR FRESTEA PRODUCTS IN BATAM CITY Fery Afrizal; Nora Pitri Nainggolan
International Journal Management and Economic Vol. 5 No. 2 (2026): May: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v5i2.2723

Abstract

This study aims to analyze the effect of brand awareness, brand image, and product quality on purchasing decisions of Frestea products in Batam City. This research uses a quantitative approach with a survey method. The data were collected by distributing questionnaires to 119 respondents who are consumers of Frestea in Batam City. The data analysis techniques used in this study include descriptive statistical analysis and multiple linear regression analysis using SPSS software. The results of the study show that brand awareness, brand image, and product quality have a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings indicate that strengthening brand strategies and improving product quality are important factors in increasing consumer purchasing decisions.
Co-Authors Angeline Fery Afrizal