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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Kasmirudin
Universitas Riau
Education

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PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA SULTAN PARFUM PEKANBARU Muhammad Zacki Rayadi; Kasmirudin
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 03 (2026): Volume 12 Nomer 03, September 2026 Publication
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i03.19258

Abstract

This study aims to find out and analyze the influence of brand image and product quality on purchasing decisions at Sultan Parfum Pekanbaru. The background of this research is the ongoing issue of purchasing decisions, which is suspected to be influenced by brand image and product quality. This study uses a quantitative method with 99 respondents. The sampling technique used is Accideental Sampling, with data collected through questionnaires and then analyzed using statistical methods with the help of SPSS. The results of the study show that partially, brand image has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05, and product quality also has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Simultaneously, brand image and product quality have a significant effect on purchasing decisions with an F-calculated value of 46.744, which is greater than F table 3.09 and significance level 0.000 < 0.05.
Co-Authors Muhammad Zacki Rayadi