THE INFLUENCE OF BRAND IMAGES AND PRODUCT QUALITY OF TIRTA Pengpengpeng YOUTUBE CHANNEL ON LOCAL SHOE PURCHASE DECISIONS
Imadulhaq Razan Sasilintang1, Pricylia Cynthia Buntuang2

Student of Management Undergraduate Study Program, Faculty of Economics and Business, Tadulako University

Abstract

Study This aiming For know influence image Youtube Channel Brand TIRTA PENGPENGPENG And quality product in a way partial and simultaneous on purchasing decisions on shoes local in Indonesia. This study uses a descriptive quantitative method. The number of samples used in this study was 92 respondents. Data analysis and testing techniques include simple linear regression analysis, analysis coefficient correlation, coefficient analysis determination, test validity, test reliability, normality test, multicollinearity test, autocorrelation test, heteroscedasticity test, t-test and F-test. Based on results test hypothesis First, Image Brand influential positive And significant against the Decision Purchase (mark t count > t table or (29,255 > 1.98698), matter the Also reinforced with a p value < Sig. 0.05 or (0.00 < 0.05). The results of the second hypothesis, Product Quality has a positive and significant effect on Purchasing Decisions ( t value > t table or (20,863 > 1.98698), matter the Also reinforced with mark p value < Sig. 0.05 or (0.00 < 0.05). The results of the third hypothesis, Brand Image and Product Quality have a positive and significant effect on Purchasing Decisions (value of f count > f table or (630.543 > 3.10), this is also reinforced by the p value < Sig. 0.05 or (0.00 < 0.05).

Keywords: Brand Image, Quality Product , Purchase Decision

Topic: Marketing and Digital Marketing