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All Journal Productivity
Valentine Vanessa Julivah Mintje
Universitas Sam Ratulangi

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Pengaruh Citra Merek dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Toko Ice Cream Mixue Cabang Megamall Kota Manado Valentine Vanessa Julivah Mintje; Tinneke M Tumbel; Aneke Yolly Punuindoong
Productivity Vol 5 No 1 (2024): Maret 2024
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v5i1.54234

Abstract

This research aims to evaluate the impact of brand image and service quality on consumer purchasing decisions at Mixue ice cream store branch in Megamall, Manado City. The applied research method is quantitative, involving 100 respondents. Data analysis will include the coefficient of determination (R2), T-test, and F-test to test hypotheses. The research will also use multiple linear regression analysis, multiple correlation analysis, as well as validity tests, reliability tests, and classical assumption tests to ensure the accuracy and reliability of the obtained data. The main objective is to understand the extent to which brand image and service quality influence consumer purchasing decisions at Mixue ice cream store. Based on the research results, it can be concluded that brand image and service quality together have a significant impact on consumer purchasing decisions at Mixue ice cream store branch in Megamall, Manado City..
Co-Authors Aneke Yolly Punuindoong Tinneke M Tumbel