The Effects of Brand Image and Product Quality on Purchase Decisions

  • Novita Rosanti Institut Bisnis dan Keuangan Nitro (ID)
  • Karta Negara Salam Institut Bisnis dan Keuangan Nitro (ID)
  • Panus Institut Bisnis dan Keuangan Nitro (ID)
Keywords: Brand Image, Product Quality, Purchase Decision

Viewed = 0 time(s)

Abstract

The study aim is to analyze are brand image and product quality partially positive and significant impact on purchasing decisions at Starbuck; Do brand image and product quality simultaneously have a positive and significant effect on purchasing decisions at Starbucks; Which variable has the most dominant influence on purchasing decisions at Starbucks. In this study, the authors chose the research location in Starbucks, Trans Studio Mall, Makassar City. In connection with the problems previously stated, an analysis will be carried out based on the data obtained using the following calculation: (1) Validity test, used to measure whether a questionnaire is valid or not. A questionnaire is said to be useful if the questionnaire's questions can reveal something, which is measured by the questionnaire. The results showed that the brand image variable had positive and significant influences on purchasing decisions; this indicated that Starbucks should maintain a good brand reputation, increasing consumer loyalty. Introducing products to consumers will give a good impression, and consumers will also remember the product.  The results showed that the product quality variable had positive and significant effects on purchasing decisions; this indicated that Starbucks had to improve the quality of the products offered to increase sales levels. 12.9% of variables are not examined in this thesis, and this also affects the purchasing decision at Starbucks Trans Studio Mall Makassar; the variables that are not examined are (Price, Location, and Lifestyle). Researched, so you can find out what variables influence a person to make purchasing decisions at Starbucks Trans Studio Mall Makassar. In this study, the authors chose the research location in Starbucks, Trans Studio Mall, Makassar City. In connection with the problems previously stated, an analysis will be carried out based on the data obtained using the following comment: (1) Validity test, used to measure whether a questionnaire is valid or not. A questionnaire is said to be useful if the questionnaire's questions can reveal something, which is measured by the questionnaire. The results showed that the brand image variable had positive and significant effects on purchasing decisions; this indicated that Starbucks should maintain a good brand reputation, increasing consumer loyalty. Introducing products to consumers will give a good impression, and consumers will also remember the product.  The results showed that the product quality variable had positive and significant influences on purchasing decisions; this indicated that Starbucks had to improve the quality of the products offered to increase sales levels. 12.9% of variables are not examined in this thesis, and this also affects the purchasing decision at Starbucks Trans Studio Mall Makassar, the variables that are not examined are (Price, Location, and Lifestyle). Researched, so you can find out what variables influence a person to make purchasing decisions at Starbucks Trans Studio Mall Makassar.



References

Field, A., Miles, J., & Field, Z. (2013). Discovering Statistics Using SPSS. In Sage (Vol. 81, Issue 1). https://doi.org/10.1111/insr.12011_21

Garson, G. D. (2016). Partial Least Squares: Regression and Structural Equation Models. Statistical Associates Publishers. https://doi.org/ISBN-13: 978-1-62638-039-4

Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM dan SPSS. In aplikasi analisis multivariate dengan program ibm spss 19 (p. 113). https://doi.org/10.2307/1579941

Halkias, G., Micevski, M., Diamantopoulos, A., & Milchram, C. (2017). Exploring the effectiveness of foreign brand communication: Consumer culture ad imagery and brand schema incongruity. Journal of Business Research, 80(March), 210–217. https://doi.org/10.1016/j.jbusres.2017.04.018

Huang, Y. C., & Liu, C. H. (2020). Buffering effects of brand perception to behavioural intention - Evidence of China airlines. Research in Transportation Business and Management, November 2019. https://doi.org/10.1016/j.rtbm.2020.100468

Kim, S.-H., & Yoo, B.-K. (2015). Analysis of the Factors Affecting Customer Satisfaction and Customer Loyalty in a Family Restaurant Chain* 체인 패밀리 레스토랑의 고객 만족 및 고객 충성도에 미치는 요인 분석. Journal of Distribution Science, 13(5), 103–111. https://doi.org/10.15722/jds.13.5.201505.103

Kotler, P., Wong, V., Saunders, A. J., & Armstrong, G. (2013). Principles Of Marketing. In Pearson education (Vol. 53, Issue 9). https://doi.org/10.1017/CBO9781107415324.004

Lee, C., Lee, K., & Pennings, J. M. (2001). Internal capabilities, external networks, and performance: A study on technology-based ventures. Strategic Management Journal, 22(6–7), 615–640. https://doi.org/10.1002/smj.181

Ma, J., Yang, J., & Yoo, B. (2020). The moderating role of personal cultural values on consumer ethnocentrism in developing countries: The case of Brazil and Russia. Journal of Business Research, 108(December 2019), 375–389. https://doi.org/10.1016/j.jbusres.2019.12.031

Maheshwari, S., & Yadav, R. S. (2015). Is CSR a Hygiene Factor for Prospective Employees? An Indian Exploration. In Indian Journal of Industrial Relations (Vol. 50, pp. 601–612). Shri Ram Centre for Industrial Relations and Human Resources. https://doi.org/10.2307/24547007

Ramlawati, Putra, A. H. P. K., Yasni, Basalamah, J., & Mappatompo, A. (2019, July). Why Millenials Eat Out From Home? BT - 1st International Conference on Life, Innovation, Change and Knowledge (ICLICK 2018). https://www.atlantis-press.com/article/125913306

Rudolph, C. W., Zacher, H., & Hirschi, A. (2019). Empirical developments in career construction theory. Journal of Vocational Behavior, 111, 1–6. https://doi.org/https://doi.org/10.1016/j.jvb.2018.12.003

Sondakh, C. (2015). Kualitas Layanan, Citra Merek Dan Pengaruhnya Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Tabungan (Studi Pada Nasabah Taplus BNI Cabang Manado). Jurnal Riset Bisnis Dan Manajemen, 3(1), 19–32.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. In Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D. https://doi.org/10.1007/s13398-014-0173-7.2

Yoon C. Cho, E. S. (2015). Exploring Factors That Affect Usefulness, Ease Of Use, Trust, And Purchase Intention In The Online Environment. International Journal of Management & Information Systems, 19(1), 21–56.

Zhu, D. H., Deng, Z. Z., & Chang, Y. P. (2020). Understanding the influence of submission devices on online consumer reviews:A comparison between smartphones and PCs. Journal of Retailing and Consumer Services, 54(June 2019), 102028. https://doi.org/10.1016/j.jretconser.2019.102028

Published
2021-03-05
Section
Articles
How to Cite
Rosanti, N., Karta Negara Salam, & Panus. (2021). The Effects of Brand Image and Product Quality on Purchase Decisions. Quantitative Economics and Management Studies, 2(6), 365-375. https://doi.org/10.35877/454RI.qems360