PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Konsumen Mie Sedaap Di PT. Sumber Alfaria Trijaya, Tbk)

Muhammad Septian Syahputra, Maduma Sari Sagala

Abstract

The aims of this study were 1) to find out the influence of brand image against a decision of purchase consumen on PT. AlfariaTrijayaTbk. 2) to find out the influence of the quality of the products based on the buying decision consumen on PT. AlfariaTrijayaTbk. 3) to find outthe influence of the brand image and product quality are jointly against the decision of purchase consumen on PT. AlfariaTrijayaTbk.
The method of this study by using of survey study. The population in this study was a consumer of Source miesedaap PT. AlfariaTrijayaTbk. (Alfamart),. The sample of respondents was 80 respondents. Technique collecting data in thisstudy of using likert scale measurement which using a questionnaire. Techniques analysis data by using Analysis, Descriptive analysis, regression multiple, t Test, F Test, Coefficient of Determination Adjusted R.
The results showed that was a significant influence of brand image was based on the buying decision on sedaap noodle. This was evidenced by the value t countof 54.790 with a significance value of 0.000 smaller than 0.05 (0.000 < 0.05), and the regression coefficient have positive values of 0.117. There was a significant influence of the product quality onbuying decision if noodle sedaap. This was evidenced by the value t count of 5.549 with a significance of value 0.00smaller than 0.05 (0.000 < 0.05), and the regression coefficient have positive values of 0.188. There was the influence of the brand image and product quality against the purchasing decision. This was evidenced from the value F count of 88.153 with a significance of value 0.000 smaller than 0.05 (0.000 < 0.05).