PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSTUM SEPAK BOLA MEREK ADIDAS DI CV. MANSYUR JERSEY MEDAN

Evi Novalin Bako dan Irna Kristiani Bawamenewi

Abstract

The problem in this study is the decline in purchases Jersey products by 4.2%, purchase transactions for Adidas brand Jersey products fluctuate every month, the weakening of brand awareness instilled by the company and a decrease in product quality raises consumer perceptions that affect consumer repurchase interest. The purpose of this study was to determine the effect of brand image and product quality on purchasing decisions for Adidas soccer jerseys at CV. Mansyur Jersey Medan. This study uses quantitative methods with interviews and questionnaires. The population in this study are consumers at CV. Manyur Jersey Medan, totaling 32 people with a sample of 32 people. The sampling technique in this study is non-probability, namely the saturated sample. The data analysis technique used is multiple linear regression to prove the research hypothesis. The data that is processed is data that meets the validity test, reliability test, and classical assumption test, multiple linear regression test & hypothesis testing, this data processing uses SPSS version 22. The results of research conducted partially state: the brand image variable has a significant effect on purchasing decisions with t-count values and t-table (7.803 > 3.295) with a significance for purchasing decisions < 5% (0.000 < 0.05). The product quality variable has no significant effect on purchasing decisions with the value of t count and t table (-0.490 3.295) with

a significance for purchasing decisions > 5% (0.628 > 0.05). For the influence of brand image and product quality simultaneously on purchasing decisions is 0,000 0,050 f value 30.620 > ftable 0.3610.