PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT ( STUDI PADA KONSUMEN TOKO JOESHOP DI KOTA KUPANG )

Abstract

Aswati sane Malo, This research was conducted on scarlett product consumers at Joeshop Kupang City. This study aims to determine and analyze both partially and simultaneously the influence of brand image and product quality on the purchase decision of scarlett products in Joeshop Kupang City. This study used brand image and product quality as independent variables and purchasing decision as dependent variables. The number of samples was 89 respondents, with the sampling technique used was non-probability sampling. Data collection was carried out using questionnaires, interviews, and literature studies. The data analysis techniques used are quantitative descriptive analysis, multiple linear regression analysis and hypothesis testing through t test, f test, and coefficient of determination (R2) analysis using the SPSS 20 application. The results of this study show that partially brand image has a positive and significant effect on purchasing decisions, product quality has a positive but not significant effect on purchasing decisions. Simultaneously, brand image and product quality have a positive and significant influence on the purchase decision of scarlett products at Joeshop Kupang City. From the results of Multiple Linear Regression Analysis obtained the equation: Y = 25.130 + 0.373X1, +0.180X2, + 1.497. The results of the coefficient of determination showed that 56.4% of purchasing decisions could be explained by independent variables, namely brand image and product quality, while the remaining 43.6% of purchasing decisions were influenced by other variables that were not studied in this study. For this reason, it is recommended that further researchers can research further about variables outside of this study that can influence purchasing decisions, as well as not only on Scarlett products but also on other products such as, Skintific, Hanasui, and Wardah