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All Journal Quantitative Economics and Management Studies
Nawiyah Nawiyah
Politeknik APP Jakarta, Jl. Timbul 34 Cipedak Jagakarsa, Jakarta Selatan, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

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Influence of Brand Loyalty and Perceived Quality Analysis on Consumer Purchase Decisions Muhammad Hery Santoso; Jefri Putri Nugraha; Nawiyah Nawiyah; Etty Zuliawati Zed; Miska Irani Tarigan
Quantitative Economics and Management Studies Vol. 4 No. 3 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems1635

Abstract

The purpose of this research is to analyze the effect of brand loyalty and perceived quality on consumer purchasing decisions. The research design used in this study uses a quantitative associative method. Based on the results of data analysis that has been carried out in the first hypothesis (H1), which states that brand loyalty has a positive and significant effect on consumer purchasing decisions, the t-count value of 8,197 is greater than the t-table value, which is 1,666, testing the second hypothesis (H2), which states that perceived quality has a positive and significant effect on consumer purchasing decisions obtained by a t-count value of 10,769 greater than the t-table value of 1,666, which means that brand loyalty and perceived quality have a positive and significant effect on consumer purchasing decisions, while the R-square value is obtained by 0.616 which states that brand loyalty and perceived quality variables influence consumer purchasing decisions by 61.60% and the remaining 38.40% are influenced by other variables.
Co-Authors Etty Zuliawati Zed Jefri Putri Nugraha Muhammad Hery Santoso Tarigan, Miska Irani