Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Konsumen
Year: 2014
Type: article
Study design: Observational Study
Abstract: The Company will successfully acquire customers in large numbers when assessed to provide satisfaction to customers or consumers. Creation of customer satisfaction can provide several benefits, including the relationship between companies and consumers become harmonious, provide a good foundation for repeat purchases form a recommendation from the mouth to the favorable company creation of customer loyalty. The intent and purpose of this study as follows: (1) to determine how the effect of product quality on consumer purchasing decisions on tea bottles, (2) to determine how the effect of brand image on consumer purchasing decisions tea bottles, (3) to determine how the quality product and brand image on consumer purchasing decisions on tea bottles. The results of this study concluded that (1) the quality of the product has a negative effect or no significant effect on consumers' purchasing decisions on tea bottles, (2) the brand image has a positive or significant influence on consumer purchasing decisions on tea bottles, (3) the quality of the product and brand image has a positive and significant influence on consumer purchasing decisions on tea bottles. Keywords : product quality, brand image, consumer purchase decision.
Source: Jurnal Ilmiah Manajemen Kesatuan
Authors: Ulva Anastasia, Yulia Nurendah
Language: Indonesian
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2339596540