PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SUSU FORMULA MEREK S26 DI KOTA MATARAM

THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON CONSUMER PURCHASE DECISIONS FOR S26 BRAND FORMULA MILK IN MATARAM CITY

Abstract

This study examines how product quality and brand image affect consumer decisions to buy S26 formula milk in Mataram City. As parental awareness of the importance of nutrition for children continues to rise, parents have become more discerning in choosing formula milk products. Among the key factors influencing these decisions are the perceived quality of the product and the brand's reputation. The research adopts a quantitative causal-associative methodology. A total of 100 individuals who had previously purchased S26 products were selected as respondents through purposive sampling. A Likert-scale questionnaire was used to collect the data, and SPSS version 25 was used for multiple linear regression analysis. Findings reveal that both product quality and brand image significantly and positively affect purchasing decisions, both independently and jointly. Product quality exerts a notable influence, as indicated by a t-value of 3.917—exceeding the critical t-value of 1.984—and a significance level of 0.00, which is below the 0.05 threshold. Likewise, brand image shows a significant effect, with a t-value of 9.081 and a significance level of 0.00. These findings highlight how crucial it is to improve product quality and establish a strong brand identity in order to improve S26 formula milk's market position