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

Abstrak

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.

Keywords: Brand Image, Product Quality, Purchasing Decisions.