The Influence Of Product Quality And Brand Image On Purchasing Decisions At Teko Healthy Restaurant, Medan

ENGLISH

Abstract

Product quality is something that must be considered to the maximum so that the product has its own advantages and can satisfy consumer needs, thus companies that have superior product quality can compete with other companies. Meanwhile, Brand Image is able to modify, make a change to a product that initially the product looks ordinary, less known and even less interested by many people, but with the brand the product can become a product that has a fantastic selling value or become a dream product for all consumers. Purchasing decisions are the beliefs of consumers in deciding to buy products or services by considering and taking into account alternatives to the many product choices. The aim to be achieved in this study is to determine how much influence product quality and brand image have on customer purchasing decisions at Teko Healthy Resto Medan. The research method used is descriptive quantitative. The number of respondents/samples was 30 customers with the sampling technique being purposive sampling. The magnitude of the influence of the independent variable (X) on the dependent variable (Y) is 59.3%. With the results of this coefficient of determination, it can be concluded that the purchasing decisions of Teko Healthy Resto customers are influenced by product quality and brand image by 59.3%, while the remaining 40.7% is the contribution of other factors that can be explained by other variables outside the model.