PENGARUH KUALITAS PRODUCT, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN

Authors

  • Mega Safitri Universitas Islam Negeri Sumatera Utara
  • Melia Br Ginting Universitas Islam Negeri Sumatera Utara
  • Aminur Alfi Syahrin Universitas Islam Negeri Sumatera Utara
  • M. Rifani Sihotang Universitas Islam Negeri Sumatera Utara
  • Suhairi Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.55324/josr.v1i3.38

Keywords:

Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Kualitas Produk, Harga Dan Citra Merek terhadap Keputusan Pembelian mie instan merek indomie. Populasi yang digunakan dalam penelitian ini adalah masyarakat Kelurahan Desa Pematang Johar Kec. Labuhan Deli pada acara Car Free Day dan sampel yang digunakan adalah sebanyak 100 responden dengan menggunakan Teknik yang digunakan dalam pengambilan sampel pada penelitian ini adalah salah satu teknik non-probability sampel yaitu sampling purposive.. Analisis yaKualitas Produkng digunakan adalah Analisis Regresi Linier Berganda. Terdapat pengaruh simultan kualitas produk, harga dan citra merek terhadap keputusan pembelian pada produk mie instan merek Indomie.Terdapat pengaruh parsial kualitas produk, harga dan citra merek terhadap keputusan pembelian pada produk mie instan merek Indomie.

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Published

2022-03-21

Issue

Vol. 1 No. 3 (2022): Journal of Social Research

Section

Articles

License

Copyright (c) 2022 Mega Safitri, Melia Br Ginting, Aminur Alfi Syahrin, M. Rifani Sihotang, Suhairi

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