PENGARUH PENGETAHUAN PRODUK, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA AIR MINUM CLEO DI KECAMATAN BUDURAN KABUPATEN SIDOARJO
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Institusion
Universitas Bhayangkara Surabaya
Author
Abroruzzeqi, Muhammad
Subject
Marketing
Datestamp
2024-03-25 02:54:52
Abstract :
This study aims to determine and to examine the effect of product knowledge, product quality, and brand image on consumer purchasing decisions on Cleo drinking water in Buduran District, Sidoarjo Regency.This research is a quantitative study using primary data and secondary data in the form of a questionnaire.This study uses multiple linear regression analysis, R test, f test, t test, and dominance test. The independent variables in this study consist of product knowledge (X1) which is proxied by product awareness, product quality (X2) which is proxied by its quality, brand image (X3) which is proxied by brand growth in the market, while the dependent variable is Purchase Decision (Y). which is proxied by Purchase Stability. The results of this study indicate that product knowledge has a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions, and brand image has a significant effect on purchasing decisions.
This study aims to determine and to examine the effect of product knowledge, product quality, and brand image on consumer purchasing decisions on Cleo drinking water in Buduran District, Sidoarjo Regency.This research is a quantitative study using primary data and secondary data in the form of a questionnaire.This study uses multiple linear regression analysis, R test, f test, t test, and dominance test. The independent variables in this study consist of product knowledge (X1) which is proxied by product awareness, product quality (X2) which is proxied by its quality, brand image (X3) which is proxied by brand growth in the market, while the dependent variable is Purchase Decision (Y). which is proxied by Purchase Stability. The results of this study indicate that product knowledge has a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions, and brand image has a significant effect on purchasing decisions.
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