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The Influence of Product Quality and Brand Image on Purchase Decisions at Pt Nutrifood Indonesia

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  • Farah Valensiyah Inggrid

    (Lecture of Faculty of Economics, Universitas Krisnadwipayana, Indonesia)

  • Fajar Cahyo Utomo

    (Lecture of Faculty of Economics, Universitas Krisnadwipayana, Indonesia)

  • Ayu Puspitaningtyas

    (Lecture of Faculty of Economics, Universitas Krisnadwipayana, Indonesia)

Abstract

This research aims to examine the influence of product quality and brand image on purchasing decisions at PT. Indonesian Nutrifood. The research design is a multiple linear regression model. The subjects are the consumers at PT. Nutrifood Indonesia and the objects are product quality, brand image, and purchasing decisions. There are 85 respondents as the sample. The results show that: 1) product quality and brand image significantly influence purchasing decisions at PT. Nutrifood Indonesia; 2) product quality positively and significantly influences purchasing decisions at PT. Nutrifood Indonesia, and; 3) brand image has a positive and significant influence on purchasing decisions.

Suggested Citation

  • Farah Valensiyah Inggrid & Fajar Cahyo Utomo & Ayu Puspitaningtyas, 2023. "The Influence of Product Quality and Brand Image on Purchase Decisions at Pt Nutrifood Indonesia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(4), pages 455-462, April.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:4:p:455-462
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