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All Journal SEIKO : Journal of Management & Business YUME : Journal of Management
Sofyan Hamid Indar
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Economics, Econometrics & Finance Health Professions Social Sciences

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Journal : YUME : Journal of Management

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Purchase Decisions: Brand Image and Product Quality Andi Hidayat; Marhaeni Sabil; Muhammad Nurhadi N; Sofyan Hamid Indar
YUME : Journal of Management Vol 3, No 3 (2020)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v3i3.778

Abstract

The purpose of this study was to determine the effect of brand image and product quality on purchasing decisions Donut J-Co, both partially and simultaneously. Where in this study using a sample of a total population of 97 respondents with solving sampling techniques and the use of multiple regression analysis tools with SPSS software 23.The results showed that brand image partially had a positive and significant effect on the purchase decision of Donut J-Co, product quality showed the results that had a positive and significant effect on the purchase decision of Donut J-Co, while for simultaneous testing the results showed that brand image and product quality affected positive and significant towards J-Co's buying decision. Keywords: Purchase Decision, Brand Image, Product Quality
Co-Authors Andi Hidayat Fauziah Fauziah Marhaeni Sabil Muhammad Nurhadi N