PENGARUH MUTU PRODUK, CITRA MEREK DAN CITRA DIRI PRODUK LOCKNLOCK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

Background: This research is motivated by the problem of lack of marketing of LocknLock products which has resulted in the product currently experiencing a drastic decline in sales among consumers. Objective: This research is a quantitative study that aims to determine the effect of product quality, brand image, and self-image of LocknLock products on consumer purchasing decisions. Method: This research is a research and development. The research analysis uses an explanatory approach. The sampling technique uses snowball sampling the sample consists of 100 respondents who have purchased LocknLock products. The analysis method used in this study is multiple linear regression analysis with the help of SPSS. Results: The variables of product quality, brand image and self-image of LocknLock both partially and simultaneously influence consumer purchasing decisions. Keywords: Product Quality, Brand Image, Self-Image, Purchasing Decisions