The Effects of Brand Image and Product Quality for The Pancake Durian Purchasing Decisions (Case Studies on Supermarkets)

Lucky, Hikmat Maulana and Titiek, Tjahja Andari and Iis, Maliya dewi (2017) The Effects of Brand Image and Product Quality for The Pancake Durian Purchasing Decisions (Case Studies on Supermarkets). BICSS 2017.

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Abstract

The culinary business is considered to have many promising opportunities and challenges for the business world to compete to meet consumer needs. One of the culinary businesses that are currently booming is durian pancakes, whose sales depend on the brand image and quality. This study aims to determine the effect of brand image and product quality on purchasing decisions for durian pancakes. The sample in this study was 100 respondents using non-probability sampling, and a questionnaire tested for validity and reliability was used as a data collection tool. Data analysis used multiple linear regression, correlation, determination and hypothesis testing. The results of this study indicate that brand image and product quality have a positive and significant effect on product purchasing decisions. Brand image and product quality have a positive and significant impact on product purchasing decisions. Brand image is the most dominant variable in purchasing decisions for Pancake Durian products. Therefore, its recommended to continue to increase promotional activities through social media and trade shows and pay more attention to product durability.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi (FE) > Manajemen
Depositing User: Andri Brawijaya
Date Deposited: 25 Oct 2021 04:28
Last Modified: 25 Oct 2021 04:28
URI: http://repository.unida.ac.id/id/eprint/1176

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