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TIURNIARI PURBA
UNIVERSITAS PUTERA BATAM
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PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PEMBALUT MEREK KOTEX DI KOTA BATAM Syarifah Aini Ma'ruf; Tiurniari Purba
SCIENTIA JOURNAL Vol 8 No 2 (2026): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v8i2.11292

Abstract

This study aims to analyze the influence of product quality and brand image on purchasing decisions for Kotex brand sanitary napkins. This study used a quantitative approach with a survey method of 100 respondents who used Kotex sanitary napkins. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with t-tests and F-tests. The results showed that partially, product quality had no significant effect on purchasing decisions, while brand image had a significant effect on purchasing decisions for Kotex brand sanitary napkins. Simultaneously, product quality and brand image had a significant effect on purchasing decisions. This finding indicates that brand image plays a more dominant role than product quality in driving consumer purchasing decisions.
Pengaruh Citra Merek, Promosi, dan Influencer Marketing Terhadap Keputusan Pembelian Produk Fruit Tea di Kota Batam Stephany Valensia; Tiurniari Purba
Community Engagement and Emergence Journal (CEEJ) Vol. 5 No. 6 (2024): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v6i3.8791

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, promosi, dan influencer marketing terhadap keputusan pembelian produk Fruit Tea di Kota Batam. Latar belakang penelitian ini didasarkan pada persaingan ketat dalam industri minuman teh kemasan, serta pentingnya strategi pemasaran digital untuk meningkatkan daya saing. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 128 responden yang merupakan konsumen Fruit Tea di Kecamatan Lubuk Baja, Kota Batam. Variabel independen dalam penelitian ini terdiri dari citra merek, promosi, dan influencer marketing, sedangkan keputusan pembelian merupakan variabel dependen. Analisis data dilakukan dengan uji validitas, reliabilitas, uji asumsi klasik, regresi linier berganda, uji t, uji F, dan koefisien determinasi menggunakan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa secara parsial citra merek, promosi, dan influencer marketing berpengaruh signifikan terhadap keputusan pembelian. Secara simultan ketiga variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian produk Fruit Tea. Penelitian ini diharapkan dapat menjadi masukan bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif, khususnya dalam meningkatkan minat beli masyarakat melalui pemanfaatan media digital dan peningkatan citra merek.
Co-Authors Advis Fajri Alnis Susanti Sarumaha DERMA H. PANE Dira Citra Hendriani Emza Rizta Farida Erni Yanti Natalia Ewa Ladyvica Br Tampubolon Fenny Novianti Gina Julika Asfi Heryenzus, Heryenzus Irene Svinarky Jerico Jerico Juni Siska Krisdianti Krisdianti Mortigor Afrizal Purba Nora Pitri Nainggolan Rudi Hartono Septika Anggis Saputri Silvi Fakhirah Siti Maryam Stephany Valensia Sumaya Fathi Rakeisha Syarifah Aini Ma'ruf Viona Cendy YOLA NOVIANTI Yuki Christina