THE INFLUENCE OF PRODUCT QUALITY AND BRAND IMAGE ON PURCHASING DECISIONS (CASE STUDY OF COMPASS SHOE BRAND)

Abstract

The Effect of Product Quality and Brand Image on Purchasing Decisions (Case Study of Compass Shoe Brand). This study aims to determine the simultaneous and partial influence of Product Quality and Brand Image variables on Purchasing Decisions for Compass Shoe Brands using seven indicators of Product Quality (X1), namely shape, features, quality performance, quality suitability, durability, reliability, style. Three indicators of Brand Image (X2) are brand superiority, brand strength, and brand uniqueness. The two independent variables will be seen for their partial and simultaneous influence on purchasing decisions for the Compass Shoe brand. The method used in this research is quantitative with sampling techniques using purposive sampling. The criteria for respondents in this study are domiciled in South Jakarta City, the sample includes students who study and live in South Jakarta, already know and have bought compass brand shoes. The research data was obtained by distributing questionnaires to 100 respondents who were in accordance with the criteria set by the researcher. Data processing was carried out using SPSS statistical software. The data analysis used is multiple linear regression test statistical analysis. The results of this study indicate that Product Quality and Brand Image have a positive and significant effect simultaneously on purchasing decisions. The results of product quality have a positive and significant effect partially on purchasing decisions. The results of brand image have a positive and significant effect partially on purchasing decisions.