The Influence of Product Quality and Brand Image on Purchase Decisions at Pt Nutrifood Indonesia

Farah Valensiyah Inggrid, Fajar Cahyo Utomo and Ayu Puspitaningtyas
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Farah Valensiyah Inggrid: Lecture of Faculty of Economics, Universitas Krisnadwipayana, Indonesia
Fajar Cahyo Utomo: Lecture of Faculty of Economics, Universitas Krisnadwipayana, Indonesia
Ayu Puspitaningtyas: Lecture of Faculty of Economics, Universitas Krisnadwipayana, Indonesia

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 4, 455-462

Abstract: This research aims to examine the influence of product quality and brand image on purchasing decisions at PT. Indonesian Nutrifood. The research design is a multiple linear regression model. The subjects are the consumers at PT. Nutrifood Indonesia and the objects are product quality, brand image, and purchasing decisions. There are 85 respondents as the sample. The results show that: 1) product quality and brand image significantly influence purchasing decisions at PT. Nutrifood Indonesia; 2) product quality positively and significantly influences purchasing decisions at PT. Nutrifood Indonesia, and; 3) brand image has a positive and significant influence on purchasing decisions.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:7:y:2023:i:4:p:455-462

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