Nurulia, Maylinda (2023) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUPERMI DI KOTA SEMARANG. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

In the midst of high business competition, companies are required to provide uniqueness to their products to differentiate them from competing product. Supermi is one of the largest instant noodle products in Indonesia and a pioneer of instant noodle in Indonesia. Purchasing decision is the stage where the consumer actually buys a product. Several influencing factors are brand image dan product quality. Consumer’s perception of the image of a brand influences their decision to make a purchase. Eventually, quality products will be chosen by consumers to influence their needs and desires.
This study aims to determine the effect of brand image and product quality on purchasing decisions of Supermi in Semarang City. This type of research is explanatory research. The sampling technique uses non-probability and purposive sampling technique. The number of samples used is 100 respondents who are Supermi’s customers in the last six months. The analysis technique uses validity and reliability tests, cross tabulation, correlation coefficient, coefficient of determination, simple regression analysis, multiple regression analysis, t test, and F test using the SPSS version 21.0 system.
Based on the results of the study, it shows that brand image has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions. The research results also shows that there is a significant influence between brand image and product quality together on purchasing decisions. The advice given in order to improve purchasing decisions is to improve brand image and product quality variables. In the terms of brand image, it is suggested that companies create more products with a distinctive taste so that consumers have a good perception of Supermi instant noodles as the pioneers of instant noodles in Indonesia. In the terms of product quality, it is suggested that Supermi improve the deliciousness of its products as well as more attractive packaging design in the eyes of consumers. In purchasing decisions, it is suggested that it can increase the value of each brand image and product quality so that it can have a positive impact on Supermi’s sales.

Keyword: Brand Image, Product Quality, and Purchasing Decisions

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