PENGARUH KUALITAS PRODUK DAN CITRA MERK TERHADAP PEMBELIAN DAGING AYAM BROILER (Survei Terhadap Konsumen Daging Ayam Broiler di Kota Sukabumi Provinsi Jawa Barat)

Rifki Amrullah (Dinas Ketahanan Pangan, Pertanian dan Perikanan Kota Sukabumi)
Euis Dasipah (Universitas Winaya Mukti)
Karyana KS (Universitas Winaya Mukti)
Nendah Siti Permana (Universitas Winaya Mukti)
Tuti Gantini (Universitas Winaya Mukti)

Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Vol 9, No 1 (2023): Januari 2023

This study aims to determine the effect of product quality and brand image on the purchase of broiler chicken meat.This research is a verification research using a survey method to consumers in Sukabumi City as the unit of analysis. The data collection technique used in this study was a questionnaire with a sample of 100 people. The analysis technique used is descriptive analysis and path analysis.The results of the partial study of product quality did not have a significant effect on the purchase of broiler chicken meat and brand image partially had a significant effect on the purchase of broiler chicken meat. Meanwhile, simultaneously product quality and brand image have a significant effect on the purchase of broiler chicken meat, with the level of influence can be seen from the hypothesis test, where the R square variable of 58.5% is influenced by this variable and 41.8% is influenced by other variables that are not explained. in this research.