Detail Inovasi Perguruan Tinggi


Tema: Manajemen Pemasaran
Judul: Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Konsumen
Perguruan Tinggi: Sekolah Tinggi Ilmu Ekonomi Kesatuan
Jenis/sdm: dosen/0402077202

Tahun: 2014

The Company will successfully acquire customers in large numbers when assessed to provide
satisfaction to customers or consumers. Creation of customer satisfaction can provide several benefits,
including the relationship between companies and consumers become harmonious, provide a good
foundation for repeat purchases form a recommendation from the mouth to the favorable company
creation of customer loyalty.
The intent and purpose of this study as follows: (1) to determine how the effect of product quality on
consumer purchasing decisions on tea bottles, (2) to determine how the effect of brand image on
consumer purchasing decisions tea bottles, (3) to determine how the quality product and brand image
on consumer purchasing decisions on tea bottles.
The results of this study concluded that (1) the quality of the product has a negative effect or no
significant effect on consumers' purchasing decisions on tea bottles, (2) the brand image has a positive
or significant influence on consumer purchasing decisions on tea bottles, (3) the quality of the product
and brand image has a positive and significant influence on consumer purchasing decisions on tea
bottles.
Keywords : product quality, brand image, consumer purchase decision.