PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MINYAK GORENG KEMASAN BIMOLI
This study aims to determine whether brand image and product quality
influence the purchasing decision of Bimoli packaged cooking oil in Tembilahan
and to find out what factors most dominantly influence the purchase decision of
Bimoli packaged cooking oil in Tembilahan.
In this study the data obtained from data collection through interviews
and questionnaires to 50 respondents with sampling using the Bailey method.
Furthermore, the data is processed using SPSS 25.0 for windows, the instrument
testing uses the validity test and reliability test and classical assumption test.
Meanwhile, the data analysis method uses multiple linear regression with
coefficient of determination, t test and f test.
From the results of the linear regression equation with multiple linear
regression, namely Y = 24,919 + 0.490X1 + 0.106X2 + e, the coefficient is
positive with the meaning that there is a positive relationship between Brand
Image and product quality on purchasing decisions of Cooking Oil Packaged in
Bimoli Di Tembilahan, From the test results which was carried out with a (partial)
t test, namely: Brand Image Variable (X1) Influenced on Purchase Decision (Y)
Bimoli Packaged Cooking Oil in Tembilahan and Product Quality Variable (X2)
Influenced on Purchase Decision (Y) Bimoli Packaged Cooking Oil in Tembilahan ,
Based on the results of calculations on the simultaneous testing of Brand Image
Variables (X1) and Product Quality (X2) simultaneously or jointly and significantly
on the Purchase Decision (Y) of Bimoli Cooking Oil in Tembilahan, Based on the
results of the coefficient of determination test (R2) obtained the results of 74%
Brand Image (X1) and Product Quality (X2) variables affect Oil Purchase
Decisions (Y) Fried Bimoli Packages in Tembilahan, the remaining 24% is
influenced by other variables that are not equalized in this research variable or
influenced by other variables that are not examined