The influence of brand image and product quality towards customer purchase decision of huber ink in PT. Cahaya Kreasi Utama, Medan.

Maicy, Precillia (2022) The influence of brand image and product quality towards customer purchase decision of huber ink in PT. Cahaya Kreasi Utama, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The development of a very sophisticated business world in Indonesia, hasresulting in increasingly fierce competition in the business world,the number of types of businesses in Indonesia. therefore, a lotthe company will face intense competition in every elementoperations in today's market, every business person in every category must be responsiveto any changes that occur and focus on customer happiness As the main goal, the company must also be able to take advantage of the opportunities that existin the market and use it to maintain client loyalty, where it isis a core point in the business sector as it is critical to long-term successlong. However, the most significant problem that might affectThe long term life of the company is Brand Image and Product Quality which will ultimatelyaffect Customer’s Purchase Decision. To better understand the topic, this study will look at the influence ofBrand Image and Product Quality towards Customer Purchase Decision ad PT. Cahaya Kreasi Utama Medan. By using analysisquantitative is used in determining the sample. As a result, there60 respondents in the sample. In this study, SPSS 25.0 was usedto analyze all data, and data collected through disseminationonline questionnaire. All (17) indicators were measured using a 5-point Likert scale. In addition, this study uses multiple linear regression analysis. This implies that the free factors, which are Brand Image and Product Quality, add to the reliant variable, which is Customer Purchase Decision for as much as 74.8%, implying that the reliant variable is affected by the autonomous factors by 74.8%, while the other 25.2% is impacted by different elements not referenced in this exploration. / Perkembangan dunia usaha yang sangat canggih di Indonesia, mengakibatkan persaingan dunia usaha yang semakin ketat, banyaknya jenis usaha yang ada di Indonesia. Oleh karena itu, banyak perusahaan akan menghadapi persaingan yang ketat di setiap elemen operasi di pasar saat ini, setiap pelaku bisnis di setiap kategori harus responsif terhadap setiap perubahan yang terjadi dan fokus pada kebahagiaan pelanggan. Sebagai tujuan utama, perusahaan juga harus dapat memanfaatkan peluang yang ada di pasar dan memanfaatkannya untuk menjaga loyalitas klien, yang merupakan core point di sektor bisnis karena sangat penting untuk kesuksesan jangka panjang. panjang. Namun, masalah yang paling signifikan yang mungkin mempengaruhi kehidupan jangka panjang perusahaan adalah Citra Merek dan Kualitas Produk yang pada akhirnya akan mempengaruhi Keputusan Pembelian Pelanggan. Untuk lebih memahami topik tersebut, penelitian ini akan melihat pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Pelanggan iklan PT. Cahaya Kreasi Utama Medan. Dengan menggunakan analisis kuantitatif digunakan dalam menentukan sampel. Hasilnya, ada 60 responden dalam sampel. Dalam penelitian ini, SPSS 25.0 digunakan untuk menganalisis semua data, dan data dikumpulkan melalui penyebaran kuesioner online. Semua (17) indikator diukur menggunakan skala Likert 5 poin. Selain itu, penelitian ini menggunakan analisis regresi linier berganda. Hal ini berarti bahwa faktor bebas yaitu Brand Image dan Kualitas Produk menambah variabel terikat yaitu Keputusan Pembelian Pelanggan sebesar 74,8%, artinya variabel terikat dipengaruhi oleh faktor otonom sebesar 74,8%, sedangkan variabel terikat dipengaruhi oleh faktor otonom sebesar 74,8%. 25,2% lainnya dipengaruhi oleh elemen berbeda yang tidak dirujuk dalam eksplorasi ini.

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