ANALISIS PENGARUH KUALITAS PRODUK, CITRA MEREK TERHADAP MINAT BELI KONSUMEN MELALUI APLIKASI TIKET ON LINE - Dingot Hamonangan Ismail; Damdam Damiyana; Kania Farida (Universitas Buana Perjuangan Karawang, 2022)
Tujuan penelitian ini untuk mendapatkan data empiris, fakta, informasi yang valid dan dapat dipercaya (reliable ) mengenai analisis faktor kualitas produk, citra merek dan pengaruhnya terhadap minat beli konsumen melalui aplikasi tiket online. Penelitian ini merupakan penelitian kuantitatif. Terdapat dua variabel bebas yaitu kualitas produk (X1), Citra merek (X2) dan satu variabel terikat yaitu Minat beli Konsumen (Y). Pengumpulan data dilakukan dengan cara survei. Teknik analisis data menggunakan analisis regresi linear berganda. Populasi dalam penelitian ini adalah konsumen yang pernah membeli tiket menggunakan aplikasi tiket on line, dimana terdapat sebanyak 108 Responden yang memberikan jawaban melalui google form. Hasil penelitian menunjukkan, Terbukti bahwa Kualitas Produk secara parsial berpengaruh secara signifikan terhadap Minat Beli masyarakat,Terbukti bahwa Citra Merk secara parsial berpengaruh tetapi tidak signifikan terhadap Minat Beli masyarakat serta terbukti bahwa Kualitas Produk dan Citra Merk secara bersama-sama berpengaruh secara signifikan terhadap Minat Beli masyarakat,. Kata Kunci: Kualitas Produk, Citra Merk, Minat Beli, Aplikasi Tiket On-line The purpose of this study was to obtain empirical data, facts, valid and reliable information regarding the analysis of product quality factors, brand image and their influence on consumer buying interest through online ticket applications. This research is a quantitative research. There are two independent variables, namely product quality (X1), brand image (X2) and one dependent variable, namely consumer buying interest (Y). Data was collected by means of a survey. The data analysis technique used multiple linear regression analysis. The population in this study were consumers who had bought tickets using the online ticket application, where there were 108 respondents who gave answers via google form. The results showed, it was proven that product quality partially had a significant effect on people's buying interest, it was proven that brand image had a partial but not significant effect on people's buying interest and it was proven that product quality and brand image together had a significant effect on buying interest. public, Keywords: Product Quality, Brand Image, Buying Interest, On-line Ticket Application