PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA SULTAN PARFUM PEKANBARU

Muhammad Zacki Rayadi; Kasmirudin

doi:10.36989/didaktik.v12i03.19258

Muhammad Zacki Rayadi Universitas Riau
Kasmirudin Universitas Riau

DOI: https://doi.org/10.36989/didaktik.v12i03.19258

Keywords: Brand Image, Product Quality, Purchase Decision

Abstract

This study aims to find out and analyze the influence of brand image and product quality on purchasing decisions at Sultan Parfum Pekanbaru. The background of this research is the ongoing issue of purchasing decisions, which is suspected to be influenced by brand image and product quality. This study uses a quantitative method with 99 respondents. The sampling technique used is Accideental Sampling, with data collected through questionnaires and then analyzed using statistical methods with the help of SPSS. The results of the study show that partially, brand image has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05, and product quality also has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Simultaneously, brand image and product quality have a significant effect on purchasing decisions with an F-calculated value of 46.744, which is greater than F table 3.09 and significance level 0.000 < 0.05.

References

Fatya, A. C., Ramadhanti, D. U., & Gunaningrat, R. (2024). Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare “ Skintific .” 2(1).
Kotler, P., & Armstrong, G. (2016). Dasar-dasar Pemasaran. Jilid 1, Edisi Kesembilan. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2013). Manajemen Pemasaran Edisi 13 Jilid 1. Jakarta: Penerbit Erlangga.
Kotler, P., & Keller, K. L. (2018). Manajemen Pemasaran (13th ed.). Jilid 1. Jakarta: Penerbit Erlangga.
Li, X. G., Wang, X., & Cai, Y. J. (2011). Corporate-, product-, and user-image dimensions and purchase intentions: The mediating role of cognitive and affective attitudes. Journal of Computers, 6(9), 1875–1879.
Putri, N. N. I. K. S., & Rahyuda, I. K. (2018). Peran Citra Merek Memediasi Keunggulan Produk Dengan Minat Beli Sepeda Motor Yamaha Nmax. E-Jurnal Manajemen, 7(10), 5539.
Saputra, A. B., Setyawati, N. W., Dwikotjo, F., Sumantyo, S., Yunita, T., & Khan, M. A. (2025). Pengaruh Brand Image , Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Parfum Mykonos di Kelurahan Perwira Bekasi Utara. 3(3), 138–158.
Saputri, M. E., & Pranata, T. R. (2014). Pengaruh Brand Image Terhadap Kesetiaan Pengguna Smartphone Iphone. Jurnal Sosioteknologi, 13(3), 193–201.
Studi, P., Feb, M., & Kediri, U. N. P. (2025). PENGARUH BRAND IMAGE , BRAND AMBASSADOR , DAN BRAND TRUST. 4(2), 827–835.
Sugiono. (2019). Metode Penelitan Kuantitatif, Kualitatif, dan R & D. Bandung. Alfabeta.