THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON PURCHASING DECISIONS AT PT. PUTRA RAJA KEMENANGAN MEDAN

PENGARUH CITRA MEREK DAN KUALITAS PRODUK TENTANG KEPUTUSAN PEMBELIAN PADA PT. PUTRA RAJA KEMENANGAN MEDAN

Authors

  • Rebicka Ketrin Politeknik Cendana
  • Elserra Siemin Ciamas Politeknik Cendana
  • Ngajudin Nugroho Politeknik Cendana
  • Sutarno

Keywords:

Brand Image, Product Quality and Purchasing Decisions

Abstract

The author's aim in conducting this research is to test and analyze the influence of brand image and product quality on purchasing decisions at PT. Putra Raja Kemenangan Medan which is address at JL. Villa Gading Mas II, Medan - North Sumatra. Based on the sales table , it can be concluded that there was a decline in sales from 2019-2022, this was due to PT. Putra Raja Kemenangan Medan is still not that well-known compared to other similar companies, which makes consumers prefer companies that are well-known. The packaging of the bird's nest wallet that will be sold is thinner than other companies, so many consumers complain about the product and the quality of the product is lacking if compared to other companies, resulting in decreased purchasing decisions at PT Putra Raja Selamat Medan. The research population that will be used in the research is all consumers who have made purchases at PT. Putra Raja Kemenangan Medan in 2022 totaling 8950 and the number of samples taken in this study used the Slovin formula and obtained 99 samples. Based on the results of simultaneous hypothesis testing using the F-test, it is known that the Brand Image and Product Quality variables have Fcount (10.456) > Ftable (3.09) with a significance of 0.000 < 0.05 so it can be concluded that there is a significant influence between Brand Image and Product Quality simultaneously influence Purchase Decision at PT. Putra Raja Kemenangan Medan. Based on the results of the coefficient of determination, it is known that purchase decision can be explained by the Brand Image and Product Quality variables of 17.9%, while the remaining 82.1% is influenced by other factors outside this research. This indicates that the influence of Brand Image and Product Quality on Purchase Decision is quite low.

Keywords: Brand Image, Product Quality and Purchasing Decisions

  1. The author's aim in conducting this research is to test and analyze the influence of brand image and product quality on purchasing decisions at PT. Putra Raja Kemenangan Medan which is address at JL. Villa Gading Mas II, Medan - North Sumatra. Based on the sales table , it can be concluded that there was a decline in sales from 2019-2022, this was due to PT. Putra Raja Kemenangan Medan is still not that well-known compared to other similar companies, which makes consumers prefer companies that are well-known. The packaging of the bird's nest wallet that will be sold is thinner than other companies, so many consumers complain about the product and the quality of the product is lacking if compared to other companies, resulting in decreased purchasing decisions at PT Putra Raja Selamat Medan. The research population that will be used in the research is all consumers who have made purchases at PT. Putra Raja Kemenangan Medan in 2022 totaling 8950 and the number of samples taken in this study used the Slovin formula and obtained 99 samples. Based on the results of simultaneous hypothesis testing using the F-test, it is known that the Brand Image and Product Quality variables have Fcount (10.456) > Ftable (3.09) with a significance of 0.000 < 0.05 so it can be concluded that there is a significant influence between Brand Image and Product Quality simultaneously influence Purchase Decision at PT. Putra Raja Kemenangan Medan. Based on the results of the coefficient of determination, it is known that purchase decision can be explained by the Brand Image and Product Quality variables of 17.9%, while the remaining 82.1% is influenced by other factors outside this research. This indicates that the influence of Brand Image and Product Quality on Purchase Decision is quite low.
    Keywords: Brand Image, Product Quality and Purchasing Decisions

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Published

2023-06-03

How to Cite

Ketrin, R., Siemin Ciamas, E., Nugroho, N., & Sutarno. (2023). THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON PURCHASING DECISIONS AT PT. PUTRA RAJA KEMENANGAN MEDAN: PENGARUH CITRA MEREK DAN KUALITAS PRODUK TENTANG KEPUTUSAN PEMBELIAN PADA PT. PUTRA RAJA KEMENANGAN MEDAN. Jurnal, 1(1), 92–98. Retrieved from https://ijosthes.org/index.php/j/article/view/37

Issue

Vol. 1 No. 1 (2023): June 2023

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Articles

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Copyright (c) 2023 Rebicka Ketrin, Elserra Siemin Ciamas, Ngajudin Nugroho, Sutarno

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