ANALYSIS OF THE EFFECT OF FOOD QUALITY AND BRAND IMAGE ON PURCHASE DECISIONS IN ILOCAKE KOTA BIMA

Nurasyiah Nurasyiah, Ismunandar Ismunandar

Abstract


This study aims to identify and analyze the effect of food quality and brand image on purchasing decisions at Ilocake Kota Bima. This type of research is associative, the research instrument used is a Likert scale questionnaire. The population in this study are all consumers who have bought products in Ilocake, Bima City whose number is not known with certainty (Unknown Population). The sample in this study were 100 respondents who had bought products in Ilocake Kota Bima using the unknown population formula. The sampling technique used is purposive sampling technique. The data analysis technique used is validity test, reliability test, classical assumption test, multiple linear regression analysis, multiple correlation, determination test, t test and f test. The results of the t-test statistical research indicate that there is an influence between food quality and brand image that affects purchasing decisions in Ilocake, Bima City. The results of the f statistical test state that the Food Quality and Brand Image jointly influence the Purchasing Decision at Ilocake, Bima City

Keywords


Food Quality, Brand Image, Purchase Decision

Full Text:

PDF

References


Azwar, Saifuddin. 2016. Metode Penelitian. Yogyakarta : Pustaka Pelajar.

Sugiyono. 2012. Metode Penelitian Kuantitatif, Kualitatif dan R&D. bandung: Alfabeta.

Arikunto, Suharsimi.2010. Prosedur Penelitian Suatu Pendekatan Praktek. Jakarta: Rineka Cipta.

Sugiyono. 2016. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung : Alfabeta

Fiani S, M, dan Japarianto, E. 2012. Analisa Pengaruh Food Quality Dan Brand Image Terhadap Keputusan Pembelian Roti Kecik Toko Roti Ganep’s Di Kota Solo, Jurnal Manajemen Pemasaran, Vol.1(1), 2012, 1-6.

Heriyati, P,dan Septi. 2011. Analisis Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan PembelianKonsumen Pada Handphone Nexian, Journal of Business Strategy and Execution, Vol.4 (2), 171-205.

Sugianto J, dan Sugiharto S. 2013. Analisa Pengaruh Service Quality, Food Quality Dan Price Terhadap Kepuasan Pelanggan Restoran Yung Ho Surabaya, Jurnal Manajemen Pemasaran Petra. Vol. 1, No.2, (2013) 1-10.

Kotler, Philip.2010. Manajemen Pemasaran. Edisi Tiga Belas Bahasa. Indonesia. Jilid 1 Dan 2. Jakarta:Erlangga.

Ryu K. & Han. H. (2010). Influence of the Quality of Food, Service, and Physical Environment on Customer Satisfiction in Quick Casual Restaurant: Moderating role of Perceived Price, Journal of Hospitality and Tourism Research. Vol. 3, No. 3. pp. 310-329

Kartajaya, Hermawan. 2014. WOW Marketing. Jakarta:Gramedia Putaka Utama.

Kotler,Philip dan Amstrong. 2011. Manajemen Pemasaran. Jilid 2, Jakarta:Bumi Aksara.

Schiffman dan Kanuk. 2010. Perilaku Koksumen. Jakarta:PT INDEK.

Mowen (2010). Relationship Formation and Governance in Consumer Markets: Transactional Analysis Versus The Behaviorist Approach, Journal Of Marketing Management




DOI: https://doi.org/10.26618/profitability.v6i1.6953

Refbacks

  • There are currently no refbacks.


Creative Commons License
Jurnal ilmu Manajemen Profitability is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Flag Counter