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All Journal Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Supyan Assauri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian Minuman Kekinian Haus Di Kabupaten Karawang Supyan Assauri; Budi Kramadibrata
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 1 No. 3 (2023): September: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v1i3.324

Abstract

This study investigates the influence of product quality and brand image on consumer interest. The data used are the results of statistical analysis, using the significance value (p-value) as a measure to assess the significance of the effects of these variables. The findings show that product quality has a significant impact on consumer interest. The study also reveals that brand image has a significant effect on consumer interest, with a p-value lower than the predetermined significance level. From these analyses, it can be concluded that changes in product quality can significantly influence consumer interest. Additionally, a positive brand image can enhance consumer interest in a product or brand. However, the study acknowledges several limitations, such as the partial nature of the findings and the lack of implying a cause-and-effect relationship between the examined variables.
Analisis Pengaruh Kualitas Produk dan Brand Image terhadap Keputusan Pembelian Minuman Kekinian Haus di Galuh Mas Karawang Supyan Assauri; Budi Kramadibrata
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 1 No. 6 (2023): DESEMBER : Maeswara
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v1i6.407

Abstract

This research aims to investigate the influence of product quality and brand image on consumer purchasing decisions for contemporary beverage products, Haus! in the Karawang area. The three main problems that are the focus of this research are: consumer preferences that are more inclined towards contemporary beverage products other than Haus!, lack of optimization of promotions for Haus! compared to other competitors, so that the brand image of Haus! not yet well known among the public, and changes in consumer tastes due to innovations in similar contemporary beverage products, which reduce the tendency to buy Haus! in the Karawang area. This research was conducted using a quantitative approach with a sample size of 247 respondents. The instrument used by researchers is a questionnaire. Quality testing of the instruments used by researchers is validity and reliability testing. The data analysis method in this research uses multiple linear regression with the help of the SPSS application. The test results show that respondents strongly agree that product quality and brand image have a significant influence on purchasing decisions. The conclusion of this research is that product quality and brand image influence the decision to purchase thirst drink products! In Galuhmas Karawang.
Co-Authors Budi Kramadibrata