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All Journal Jurnal Riset Akuntansi dan Bisnis Indonesia
Clarissa Paulina Audry
STIE Widya Wiwaha
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MS GLOW DI PACITAN Clarissa Paulina Audry; Yunita Fitri Wahyuningtyas
Jurnal Riset Akuntansi dan Bisnis Indonesia STIE Widya Wiwaha Vol 3 No 4 (2023): Jurnal Riset Akuntansi dan Bisnis Indonesia
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jrabi.v3i4.856

Abstract

This study aims to determine whether there is an influence of brand image and product quality on purchasing decisions of MS Glow in Pacitan. This study will look at the effect of brand image and product quality partially and simultaneously on purchasing decisions. The data collection technique used was a questionnaire, interviews and observations conducted from September 2022 to January 2023. The sampling technique used was purposive sampling, data analysis using descriptive analysis, multiple linear regression analysis, coefficient of determination, F test, and t test. By testing the hypothesis, it is known that brand image and product quality simultaneously have a positive and significant effect on consumer purchasing decisions of MS Glow in Pacitan. Partially the product quality variable has a positive and significant influence on purchasing decisions, while the brand image variable has no effect on purchasing decisions.
Co-Authors Yunita Fitri Wahyuningtyas