PENGARUH CITRA MEREK DAN MUTU PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK CIPTADENT

Abstract

In an era of increasingly tight business competition, especially in the dental and oral care products industry (fast-moving consumer goods), companies are required to understand consumer behavior and preferences in making purchasing decisions. Consumer purchase decision the become an act of company desire. through understanding regarding brand image, company products quality of company will be able to influence to customer the endless on the purchase decision. The study tested the influence of brand image and product quality on purchase decision product of Ciptadent. The questionnaire was distributed among 100 customers user of Ciptadent product. The sampling method in this research is done with the approach of non-probability sampling with the convinience sampling. Scale of measurement used Likert items a fivepoint scale range from strongly disagree on one to strongly agree. The collected data was analyzed using SPSS. The findings of research showed that brand image has a significant positive effect on purchase decision, product quality has a significant positive effect on purchase decision, brand image and product quality simultaneously have a significant positive effect on purchase decision.   Keyword: Brand Image, Quality, Purchase Decision