Apa yang Mendorong Konsumen Membeli ? Pengaruh Perceived Quality dan Brand Image pada Pembelian Realme di Palembang
DOI:
https://doi.org/10.31851/jmanivestasi.v7i2.20422Abstract
ABSTRAK
Penelitian ini bertujuan menganalisis pengaruh perceived quality dan brand image terhadap keputusan pembelian di kota Palembang. Metode yang digunakan adalah kuantitatif dengan survei terhadap 100 responden melalui kuisioner untuk mengukur variabel-variabel tersebut. Data dianalisis menggunakan regresi dan uji siginifikan secara parsial maupun simultan. Hasil menunjukkan bahwa perceived quality dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dengan brand image memberikan kontribusi lebih besar, baik secara parsial maupun bersama-sama. Temuan ini menyoroti pentingnya penguatan citra merek dan peningkatan kualitas produk dalam strategi pemasaran untuk menarik dan mempertahankan konsumen di pasar yang kompetitif. Penelitian ini diharapkan dapat memberikan wawasan bagi perusahaan dalam merumuskan strategi yang lebih efektif.
Kata Kunci: Perceived Quality, Brand Image, Keputusan Pembelian
ABSTRACT
This study aims to analyze the influence of perceived quality and brand image on purchasing decisions in the city of Palembang. The method used is quantitative with a survey of 100 respondents through a questionnaire to measure these variables. Data were analyzed using regression and partial and simultaneous significance tests. The results show that perceived quality and brand image have a positive and significant effect on purchasing decisions with brand image providing a greater contribution, both partially and together. These findings highlight the importance of strengthening brand image and improving product quality in marketing strategies to attract and retain consumers in a competitive market. This study is expected to provide insight for companies in formulating more effective strategies.
Keywords : Perceived Quality, Brand Image, Purchasing Decisions
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