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Journal : Journal of Business Integration Competitive

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Strengthening Sales Through Brand Image and Product Quality: An Empirical Study at UD. UMEGA Roti Kacang Hj. Eliya Lubis Dwi Khairumi; Ratih Amelia; Martin; Lidia Berliana Siboro; Manda Dwipayani Bhastary
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.17

Abstract

This study investigates the influence of brand image and product quality on sales performance at UD. UMEGA Roti Kacang Hj. Eliya Lubis in Tebing Tinggi. A quantitative approach was employed, with data collected through observations, questionnaires, and interviews involving consumers of Roti Kacang Hj. Eliya Lubis. Data analysis was conducted using multiple linear regression with SPSS software. The findings reveal that both brand image and product quality have a positive and significant effect on sales. Among these, product quality plays a more dominant role in driving sales growth, indicating that consistent product excellence is critical to sustaining consumer interest and loyalty. Conversely, while brand image also positively influences sales, its impact is comparatively weaker, suggesting the need for strategic enhancement of brand perception. Strengthening both dimensions is essential for maintaining competitiveness and ensuring sustainable business development in an increasingly dynamic market environment.
Co-Authors Adi Harianto Agus Susanto Ahmad Fadli Ahmad Rivai Amin Hou Andirwan Atika, Amelia Basri Modding Butar Butar , Mangasi Butar Butar, Ribka Sari Cahya Komara Chaniago, Sabaruddin Debora Tambunan Devia Febrina Dewi Rafiah Pakpahan Dini Rahmawati Dwi Khairumi Eril Mozef Ester Hervina Sihombing Fadhlan, Muhammad Yusuf Fitrohdin Wahyu Sayekti Gultom , Robinhot Hanifatunnisa, Rifa Hannah Hartono, R.W. Tri Hastiani Hendrik Hendrik Hendrik Hervina Sihombing, Ester Iba, Khairil Ika Puspa Satriany Imas Ratna Ermawati, Imas Ratna Indawati Lestari Juliansyah, Roni Kusmajid Lidia Berliana Siboro Manda Dwipayani Bhastary Marihot Manullang Marsel, Melisa Maya Andiriani Maya Rahayu, Maya Mega Sanjaya Muhammad Yusup Nasib Nisak, Sayida Khoiratun Novirsari, Emma Nur Latifah, Nur Permata, Adinda Ratih Amelia Ratih Amelia, Ratih Rifda Daulay, Zulia Rivai, Ahmad Robin Roni Juliansyah Safrida Sofyan Rudiana Syamsi Syaepurrohman, Purnama Tjan Swi Hong Tony Honkley Tri Isti Hartini, Tri Isti Trilaksmi, Antin Ummah, S. Sumihatul Wahyu Hidayati, Novi Wati, Dita Prihatna Widy Hastuty HS Widyanti, Sekar Tyas Winda Sari, Vina Yatri, Ika Zulia Rifda Daulay