THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY ON CONSUMER PURCHASING DECISIONS AT ELIZABETH BAG STORE LUMAJANG

Abstract

This research aims to analyze the influence of brand image and product quality on consumer purchasing decisions at the Elizabeth Bag Shop. This research is research conducted using quantitative methods. Research data was obtained from the results of distributing questionnaires which were then processed using the SPSS Version 25 application. The population in this study were customers of the Elizabeth Lumajang Bag Shop with a total research sample of 75 people. From the results of the research that has been carried out, it is known that brand image and product quality have a positive influence on consumer purchasing decisions at the Elizabeth store. This can be proven by research results where the R Square value (reliability coefficient) which is estimated to be 0.609 (0.775 while the rest is caused by other factors. In the t test using a normal distribution table, with the accuracy level of the t table = 75-2= 73, the t value table for this test it is 1.993 with a significance level of 0.05. If we look at column t, we get the t count for Variable X1 = 5,734, Variable to the dependent variable (Y).