Arafah, Ayu Tantia and Budiraharjo, Kustopo and Santoso, Siswanto Imam (2023) The Effect of Brand Image and Product Quality on Purchase Decisions of Sunpride Brand Fruit in Semarang City. Agromedia: Berkala Ilmiah Ilmu-Ilmu Pertanian STIP Farming, 41 (2): 12. pp. 1-12. ISSN 2721-3080

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Abstract

The aims of this study were to analyze the characteristics of consumers of Sunpride brand fruit in Semarang City and to analyze the influence of brand image and product quality on purchasing decisions for Sunpride brand fruit in Semarang City. The research method used is survey method with accidental sampling technique of 100 respondents. The analytical method used is quantitative descriptive analysis using multiple linear analysis. The results showed that the characteristics of the respondents were dominated by the age group 17-26 years, female sex, student status, income < Rp. 1,000,000/month, spending on buying fruit around Rp. 50,000 – Rp. 100,000/month, the highest of purchase frequency is more than three times a month and the type of fruit most frequently purchased is cavendish bananas. The results showed that brand image and product quality variables simultaneously and partially had a significant effect on purchasing decisions for Sunpride brand fruit in Semarang City
Keywords: Brand image, purchase, decision, product quality, sunpride.

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