CITRA MEREK DAN KUALITAS PRODUK DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA CUANKI SERAYU BANDUNG
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Date
2014
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Universitas Widyatama
Abstract
This research proposed by Anggita Ayu Kurnia Adha, NPM 0210U126 Faculty of Business & Management Widyatama University Bandung, with the title Brand Image and Product Quality In Consumer Purchasing Decision in Cuanki Serayu Bandung under the guidance of Mr. Tezza Adriansyah Anwar, S.IP., M.M.
This study is intended to determine how the brand image and product quality affect consumer purchasing decisions in Cuanki Serayu Bandung. Brand image is embedded Cuanki Serayu been well in the eyes of the people in Bandung. In addition, Cuanki Serayu also has a quality product given. However, it is another impact on consumer purchasing decisions Cuanki Serayu that consumers become reluctant or less sure to come back.
The method used is descriptive verification method. A sample of 115 consumers was obtained by using judgment sampling technique. Meanwhile, the data are collected through interviews, questionnaires, and direct observation to obtain primary data. Path analysis used in this study to analyze the data statistically.
Consumer purchase decisions in Cuanki Serayu influenced by the brand image and product quality. But only product quality variables have a significant impact on consumer purchasing decisions in Cuanki Serayu Bandung. Meanwhile, brand image variables did not significantly influence consumer decision, so it can be ignored. And the influence of product quality variable on the purchasing decisions is very strong. While the effect proportionally caused by other variables outside the two variables above are said to be very weak. This suggests that there are other variables or factors that are not addressed in this study were also influenced on consumer purchasing decisions in Cuanki Serayu Bandung.
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Keywords
Citra Merek, Kualitas Produk, Keputusan Pembelian Konsumen, Brand Image, Product Quality, Consumer Purchase Decision