The influence of brand image and product quality on customer purchase decision at Wong Coco

Fernando, Fernando (2022) The influence of brand image and product quality on customer purchase decision at Wong Coco. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The economic sector can play an essential role in the development of commercial procedures between quickly emerging countries in today's era of globalization. To attract customers, the global economy must be prepared to produce goods with a strong brand image and high product quality. Companies compete against one another to satisfy customer needs. To thrive, a company must be able to compete with other changes; but, in order to satisfy customers, companies must also grasp what they want. Companies must stretch their wings and grow the market in order to establish a presence in the hearts of consumers. Since 1986, Wong Coco has been the first company to process snails and eventually manufacture nata de coco, as well as aloe vera, ice bonbons, and other products for swallow nests. Wong Coco is now leading the Indonesian market for nata de coco products, despite the presence of several competitors. Due to the high level of competition in the industry, Wong Coco was interested in knowing how their company might develop and maintain a brand image and product quality in order to influence customer purchase decision in Medan. The purpose of this study was to analyze the influence of Brand Image and Product Quality on Customer Purchase Decision at Wong Coco. This research used is quantitative methods of processing the data using the SPSS Version 25. Data was collected by distributing questionnaires to 170 respondents were measured using a 5-point Likert Scale, with the characteristics of male and female respondents aged 18-65 years, have bought Wong Coco products based in Medan. Aside from that, this research used multiple linear regression. The result of this research from the calculation from SPSS Version 25, shows that Brand Image and Product Quality has significant effect and simultaneously on Customer Purchase Decision, with regression of coefficient value is 0.142 for Brand Image and 0.395 for Product Quality. The determination of coefficient is 0.520, it can be concluded that the independent variables can explain 52% of the dependent variables, while the remaining of 42% is explained by other variables./ Sektor ekonomi dapat memainkan peran penting dalam pengembangan prosedur komersial antara negara-negara berkembang pesat di era globalisasi saat ini. Untuk menarik pelanggan, ekonomi global harus siap menghasilkan barang dengan citra merek yang kuat dan kualitas produk yang tinggi. Perusahaan bersaing satu sama lain untuk memenuhi kebutuhan pelanggan. Untuk berkembang, perusahaan harus mampu bersaing dengan perubahan lainnya; tetapi, untuk memuaskan pelanggan, perusahaan juga harus memahami apa yang mereka inginkan. Perusahaan harus melebarkan sayapnya dan menumbuhkan pasar untuk membangun kehadiran di hati konsumen. Sejak 1986, Wong Coco menjadi perusahaan pertama yang mengolah siput dan akhirnya memproduksi nata de coco, serta lidah buaya, es bonbon, dan produk sarang burung walet lainnya. Wong Coco kini memimpin pasar Indonesia untuk produk nata de coco, meski ada beberapa pesaing. Karena tingginya tingkat persaingan di industri ini, Wong Coco tertarik untuk mengetahui bagaimana perusahaan mereka dapat mengembangkan dan mempertahankan citra merek dan kualitas produk untuk mempengaruhi keputusan pembelian pelanggan di Medan. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Pelanggan pada Wong Coco. Penelitian ini menggunakan metode kuantitatif yang pengolahan datanya menggunakan SPSS Versi 25. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 170 responden yang diukur menggunakan Skala Likert 5 poin, dengan karakteristik responden pria dan wanita berusia 18-65 tahun, memiliki membeli produk Wong Coco yang berbasis di Medan. Selain itu, penelitian ini menggunakan regresi linier berganda. Hasil penelitian dari perhitungan SPSS Versi 25, menunjukkan bahwa Citra Merek dan Kualitas Produk berpengaruh signifikan dan simultan terhadap Keputusan Pembelian Pelanggan, dengan nilai koefisien regresi 0,142 untuk Citra Merek dan 0,395 untuk Kualitas Produk. Koefisien determinasi sebesar 0,520 maka dapat disimpulkan bahwa variabel bebas dapat menjelaskan 52% variabel terikat, sedangkan sisanya sebesar 42% dijelaskan oleh variabel lain.

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