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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Dehasen Untuk Negeri Jurnal Dehasen Mengabdi Multidisciplinary Journals
Abi, Yudi Irawan
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Journal : Jurnal Akuntansi, Manajemen dan Bisnis Digital

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Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada PT.Sumber Alfaria Trijaya Tbk(Alfamart) Bengkulu Syallaysyah, Jenny Dwi; Nasution, Suswati; Abi, Yudi Irawan
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 3 No 2 (2024): Juli
Publisher : Fakultas Ekonomi Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v3i2.6603

Abstract

This research aims to analyze the influence of brand image and product quality on consumer purchasing decisions at PT. Sumber Alfaria Trijaya Tbk (Alfamart) Bengkulu. The research method used was a quantitative method by distributing questionnaires to 51 respondents who were Alfamart customers in Bengkulu. Data were analyzed using multiple linear regression to find out how much influence brand image and product quality have on purchasing decisions. The research results show Y= 0.942+0.291X1 +0.452X2+e with an R square result of 0.487, this means that brand image and product quality have a 48.7% influence on purchasing decisions and the remaining 51.3% is determined by other factors. The significant values ​​obtained were 0.012 (X1) and 0.004 (X2), both of which were smaller than 0.05. X1, X2 simultaneously equal to 0.000 (smaller than 0.05) influence purchasing decisions.
Co-Authors Adam Ardiansyah Ahmad Soleh Aprilia, Izra Putri Daniarti, Rahma Dary, Nadya Putri Wulan Desita, Ridha Tri Elenri, Heni Febliansyah, M. Rahman Fitriano, Yun Januarsih, Ayu Karona Cahya Susena, Karona Cahya Nasution, Suswati Syallaysyah, Jenny Dwi Tito Irwanto, Tito Wijaya, Ermy Wulandari, Putri Eka