PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN FROZEN FOOD DI KOTA BATAM

Abstract

The aim of this research was to determine the effect of brand image and product quality on
frozen food purchasing decisions in Batam City. Data were obtained through questionnaires
distributed to people who shopped at Pasar Mitra Raya Batam City. The method used is
descriptive statistical analysis using SPSS version 26 software program. The yield of the t
test (partial) that brand image has a positive and significant effect on purchasing decisions
with t count > t table with a significance < 0.05, namely 11, 038 > 1,976 and a significant of
0.000 <0.05, product quality has a positive and significant effect on purchasing decisions
with t count 5.038 > t table 1.976 where sig. 0.000 < 0.05. This is evidenced from the yield
of the F test where F count > F table with a significance of < 0.05, namely 255,073 > F table
2.665 and sig 0.000 < 0.05 which states that brand image and product quality have a positive
and significant impact simultaneously on purchasing decisions. frozen food in Batam city.