PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI BUBUK MEREK KOPINA SAJANG DI PULAU LOMBOK

THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON PURCHASE DECISIONS FOR KOPINA SAJANG BRAND POWDERED COFFEE ON LOMBOK ISLAND

Abstract

This research aims to determine the influence of brand image and product quality on purchasing decisions for the Kopina Sajang brand of ground coffee on the island of Lombok. The population in this study were all consumers who decided to purchase Kopina Sajang brand ground coffee using a sample of 100 respondents. The research method used in this research is a quantitative approach. This research is of associative type, using classical assumption tests and multiple linear regression. The results of this research show that the results of the research show that the brand image variable has a positive and significant influence on the decision to purchase Kopina Sajang brand ground coffee on Lombok Island with a calculated t value of 4.346>1.984 and a significance value of 0.000 <0.05. And the product quality variable has a positive and significant effect on the decision to purchase Kopina Sajang brand ground coffee on Lombok Island with a calculated t for product quality of 6.198>1.984 and a significance value of 0.000 <0.05