THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE ON PURCHASE DECISIONS ON BEAR BRAND MILK ON LAPAI PADANG SJS CONSUMERS

Main Article Content

Tara Kemala

Abstract

This study aims to analyze and determine the effect of service quality and brand image on the decision to purchase Bear Brand Dairy Products for SJS Lapai Padang consumers. Data collection techniques used are observation, documentation, interviews and questionnaires. The type of data is qualitative data which is used as quantitative data with primary data sources. The population used in this study is the bear brand consumers in SJS Lapai Padang as many as 7,403 people with a sample using simple random sampling, the number of samples in this study is 99 people. The data analysis method in this study uses descriptive analysis, multiple linear regression analysis, coefficient of determination, and hypothesis testing t test and F test. The results of this study indicate that: (1) The dominant indicator in the service quality variable is empathy. The dominant indicator in the brand image variable is recognition. The dominant indicator in the purchasing decision variable is the choice of dealer. (2) Service quality partially has a positive and significant effect on purchasing decisions. (3) Brand image partially has a positive and significant effect on purchasing decisions. (4) service quality (X 1 ) and brand image (X 2 ) simultaneously / together have a positive and significant effect on purchasing decisions.

Article Details

How to Cite
Kemala, T. (2022). THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE ON PURCHASE DECISIONS ON BEAR BRAND MILK ON LAPAI PADANG SJS CONSUMERS. INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION, 725-737. Retrieved from https://ejurnal.unespadang.ac.id/index.php/ICGE/article/view/158
Section
ECONOMICS, MANAGEMENT, AND ACCOUNTING (ICGE IX)

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