PENGARUH CITRA MEREK, KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN SIKAT GIGI CIPTADENT DI KOTA BATAM

Abstrak

The increasingly intense competition in the personal care product industry requires
companies to better understand the factors influencing consumer purchase decisions. This
study aims to analyze the effect of brand image, product quality, and product innovation on
purchasing decisions of Ciptadent toothbrushes in Batam City. This research employs a
quantitative approach using a survey method. Primary data were collected through
questionnaires distributed to consumers who use Ciptadent toothbrushes in Batam City, with
the sampling technique using non-probability sampling. Data analysis was conducted using
multiple linear regression analysis, supported by validity tests, reliability tests, and classical
assumption tests. The results indicate that brand image, product quality, and product
innovation partially have an effect on purchasing decisions. Furthermore, simultaneously,
brand image, product quality, and product innovation have a significant influence on
purchasing decisions of Ciptadent toothbrushes in Batam City.