Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Mascara Maybelline (Studi kasus Pada Mahasiswi Fakultas Ekonomi Universitas Kadiri)
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Institusion
Universitas Kadiri
Author
Saputri, Ferdiana Septiana
Subject
HD28 Management. Industrial Management
Datestamp
2022-01-26 07:33:54
Abstract :
This study aims to determine the effect of Brand Image and Product Quality variables on purchasing decisions on university economics college students attending. The population in this study were students of the university's economics faculty who used mascara maybelline from the class of 2016 - 2019 with 76 respondents, because less than 100 then the whole was taken to be sampled. Methods of data analysis using the questionnaire validity and reliability test, multiple regression analysis, f test and t test and the coefficient of determination (R2). From the test results obtained simultaneous Brand Image and Product Quality variables have a positive and significant effect on consumer decisions with a value of f arithmetic 22.625> 2.73 (f table) and a significance value of 0.000. Partially Brand Image and Product Quality have a positive effect on consumer purchasing decisions with a value of tcount 1.764> 1.666 and 5.850> 1.666. R square value of 0.380 means that 38% of the purchase decision factors can be explained by Brand Image and product quality. While 62% is explained by other factors not examined in this study. Keywords: Brand Image, product quality and purchasing decision
This study aims to determine the effect of Brand Image and Product Quality variables on purchasing decisions on university economics college students attending. The population in this study were students of the university's economics faculty who used mascara maybelline from the class of 2016 - 2019 with 76 respondents, because less than 100 then the whole was taken to be sampled. Methods of data analysis using the questionnaire validity and reliability test, multiple regression analysis, f test and t test and the coefficient of determination (R2). From the test results obtained simultaneous Brand Image and Product Quality variables have a positive and significant effect on consumer decisions with a value of f arithmetic 22.625> 2.73 (f table) and a significance value of 0.000. Partially Brand Image and Product Quality have a positive effect on consumer purchasing decisions with a value of tcount 1.764> 1.666 and 5.850> 1.666. R square value of 0.380 means that 38% of the purchase decision factors can be explained by Brand Image and product quality. While 62% is explained by other factors not examined in this study. Keywords: Brand Image, product quality and purchasing decision
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