Pengaruh Persepsi Merek dan Kualitas Produk Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Lam-Lam Bima
DOI:
https://doi.org/10.62710/xb8pff16Keywords:
Brand Perception, Product Quality, Buying DecisionAbstract
This research aims to determine the influence of brand perception and product quality on purchasing decisions for Lam-Lam Bima bottled drinking water (AMDK). The type of research used is associative. The research instrument used in this research was a Likert scale questionnaire and each statement item in the questionnaire was given a weight of 1-5. The population used in this research is all consumers who have purchased and consumed Lam-Lam Bima bottled drinking water (AMDK), the exact number of which is unknown (Unknown Population). To determine the number of samples in an unknown population, the Cochran formula was used and a sample of 96 people was obtained. The sampling technique was carried out using the purposive sampling method. The data collection techniques used in this research are observation, questionnaires and literature study. The data analysis techniques used to process data in this research are validity tests, reliability tests, classical assumption tests consisting of normality tests, multicollinearity tests, heteroscedasticity tests and autocorrelation tests. Then proceed with multiple linear regression analysis, correlation coefficient, determination test, t test and f test. The research results show that brand perception and product quality have a significant influence on the decision to purchase Lam-Lam Bima bottled drinking water (AMDK).
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