The effect of brand image and product quality towards customer purchase decision on Yamamoto generators at PT Mitra Karya Prima Mesindo Medan

Dedrick, Delvin (2021) The effect of brand image and product quality towards customer purchase decision on Yamamoto generators at PT Mitra Karya Prima Mesindo Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the last 5 years, PT Mitra Karya Prima Mesindo's income has decreased. So that PT Mitra Karya Prima Mesindo can find out the causes of decline in income and can improve company performance, this research was conducted with the aim of examining the effect of brand image and product quality on customer purchase decisions. Riska Oktavenia et al. (2019) stated that product quality and brand image play an important role in making a purchase decision. Method used by the author is quantitative descriptive analysis method with multiple linear regression analysis. This study used accidental sampling, the data used by the researcher in this study were primary data and secondary data. Primary data were obtained through interviews and online questionnaires. The questionnaire was distributed to 30 respondents at the pre-test stage to test the validity and reliability through SPSS. After that the new questionnaires were distributed again to 30 new respondents to conduct analysis. The data obtained will be processed using descriptive statistical analysis, classical assumption tests and hypothesis testing through SPSS. Questionnaires distributed were measured by Likert scale. The pre-test result shows that all the questionnaires were valid and reliable, which means all the questionnaire is to be able to be use to conduct further research. Based on the results of this study indicate that brand image and product quality have a simultaneous influence on customer purchase decisions. The R square value in the results of the study was 0.784 which means it is equivalent to 78.4%. Thus, it can be concluded that the variable brand image and product quality has an effect of 78.4% on purchasing decisions while the remaining 21.6% is influenced by other variables not used in this study./Dalam 5 tahun terakhir, penghasilan PT Mitra Karya Prima Mesindo mengalami kemunduran. Agar PT Mitra Karya Prima Mesindo dapat mengetahui penyebab kemunduran penghasilan dan dapat meningkatkan performa perusahaan, maka penilitian ini dilakukan dengan tujuan menguji pengaruh citra merek dan kualitas produk terhadap keputusan pembelian. Riska Oktavenia dkk. (2019) menyatakan bahwa kualitas produk dan citra merek berperan penting dalam pengambilan keputusan pembelian. Dalam penelitian ini, metode pengumpulan data yang digunakan oleh penulis adalah metode analisis deskriptif kuantitatif dengan analisis regresi linear berganda. Penelitian ini menggunakan metode pengambilan sampel tidak sengaja, data yang digunakan oleh peniliti dalam penelitian ini adalah data primer dan data sekunder. Data primer diperoleh melalui wawancara dan penyebaran kuesioner secara daring. Kuesioner dibagikan kepada 30 responden pada tahapan pre-test untuk menguji validitas dan reliabilitas melalului SPSS. Setelah itu kuesioner baru dibagikan kembali kepada 30 responden baru untuk melakukan analisis. Data yang diperoleh akan diolah dengan menggunakan analisis deskriptif statistik, uji asumsi klasik dan uji hipotesis melalui SPSS. Kuesioner yang dibagikan diukur menggunakan skala likert. Hasil pre-test menunjukkan bahwa semua kuesioner valid dan reliabel, yang berarti semua kuesioner dapat digunakan untuk melakukan penelitian lebih lanjut. Berdasarkan hasil penelitian ini menunjukkan bahwa citra merek dan kualitas produk memiliki pengaruh secara simultan terhadap keputan pembelian. Nilai Rsquare pada hasil penelitian adalah 0.784 yang berarti setara dengan 78.4%. Dengan demikian dapat disimpulkan bahwa variabel citra merek dan kualitas produk memberikan pengaruh sebesar 78.4% terhadap keputusan pembelian sementara sisanya 21.6% dipengaruhi variabel lainnya yang tidak digunakan dalam penelitian ini.

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