Influence Of Product Quality And Brand Image On Purchase Decisions On Tolitoli District Bata Shop
DOI:
https://doi.org/10.556442/eabmij.v4i01.132Keywords:
Product Quality, Brand Image, Purchase DecisionAbstract
Influence of Product Quality and Brand Image on Purchase Decisionsat Tolitoli Regency Bata Shops. This study aims to determine the effect of product quality and brand image on purchasing decisions at the Bata Shop, Tolitoli Regency. This study uses an associative research design. Sources of data in the form of primary and secondary data. Data analysis techniques are observation, question naires, and documentation. The data analysis method is multiple linear regression, t test, F test, and coefficient to f determination. The results of the t-test on the product quality variable obtained that tcount = 0.456 is greater than the value of ttable = 1.663, then the product quality variable has no significant effect on purchasing decisions. While the results of the ttest on the brand image variable obtained tcount = 4.795, which is greater than the value of ttable = 1.663, the brand image variable has a positive and significant effect on purchasing decisions at the Bata Shop, Tolitoli Regency. Based on the results of the F test, it is found that the calculated F value> F table (25.977 > 3.11), because the F count is greater than F table, the product quality and brand image variables together (simultaneously), affect purchasing decisions at the Bata Shop Tolitoli district.
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