Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Brownies Amanda di Kota Mojokerto Cabang Mojopahit. (The Influence of Brand Image and Product Quality on the Decision to Purchase Amanda Brownies in Mojokerto City, Mojopahit Branch).

Alshinta, Vio Mauliddyna (2023) Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Brownies Amanda di Kota Mojokerto Cabang Mojopahit. (The Influence of Brand Image and Product Quality on the Decision to Purchase Amanda Brownies in Mojokerto City, Mojopahit Branch). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Culinary business competition in Indonesia is growing very rapidly with the increase in the economic sector in line with the development of the globalization era. The large number of business people in the same field will result in increasingly fierce competition. Companies must be able to have high competitiveness in order to survive and improve the business quality of their products. There are many things that can be done as a company effort to improve competitiveness, among others, by increasing brand image and product quality. This study aims to determine the effect of brand image and product quality on purchasing decisions of Amanda Brownies in the city of Mojokerto, Mojopahit Branch. This study took 100 respondents to be examined with the Non Probability Sampling technique with the Accidental Sampling technique. The analysis used in this study is Multiple Linear Regression Analysis. The results of the t test show that the brand image variable has a significant effect on purchasing decisions and the product quality variable has a significant effect on purchasing decisions. While from the F test both variables have a significant effect on purchasing decisions together. The results of the t test indicate that the variable that is dominantly influencing is product quality. The author hopes that in the future Amanda Brownies in the city of Mojokerto will become a Brand Image that has a good reputation and always maintains the quality of its products. Keywords: Brand Image, Product Quality, Purchase Decision

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