Pengaruh Brand Image, Product Quality, dan Word of Mouth Terhadap Keputusan Pembelian Produk Susu Cimory di Surabaya. (The Influence of Brand Image, Product Quality, and Word of Mouth on the Purchase Decision of Cimory Dairy Products in Surabaya).

Arumningtias, Ari (2024) Pengaruh Brand Image, Product Quality, dan Word of Mouth Terhadap Keputusan Pembelian Produk Susu Cimory di Surabaya. (The Influence of Brand Image, Product Quality, and Word of Mouth on the Purchase Decision of Cimory Dairy Products in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Currently, Indonesia has a population of more than 278 million people, which is a lucrative potential for industry players, including the food and beverage industry. Despite being affected by the Covid-19 pandemic, the food and beverage subsector is still able to grow andxcontribute to the growth of the non-oil and gas industry, which reached 4.88%. Entrepreneurs must think about how to create a good brand image, so that it can always be remembered by consumers. In addition, entrepreneurs must also pay attention to the quality of the products to be marketed because it can make consumers give positive information to their friends, family and neighbors. The purpose of this study is to see the influence of brand image, product quality, and word of mouth on purchasing decisions for Cimory Milk products in Surabaya so that the existing packaged milk business can benefit and can compete with its competitors. This study uses a quantitative approach by taking non-probability sampling with purposive sampling technique. Data collection using an e-questionnaire distributed online via google form to 100 people. Data testing used in this study, namely validity test, reliability test, multiple linear regression test, t test, and coefficient ofxdetermination (R2). The results of this study indicate that brand image partially has no effect on purchasing decisions, while for product quality variables, and wordxofxmouth partially affect the dependent variable, namely purchasing decisions.

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