The Influence of Product Quality and Brand Image on the Decision to Purchase the Polytron Brand at the Glodok Electronics Store, Enrekang Regency
Article Sidebar
Main Article Content
Abstract
This study aims to determine and analyze the effect of product quality and brand image partially and simultaneously on purchase decisions for Polytron products at Toko Glodok Elektronik kabupaten enrekang Enrekang Regency. This type of research is quantitative research with an associative approach. The population in this study are all consumers who purchase Polytron products at Toko Glodok kabupaten Elektronik, with a total sample of 110 respondents determined using non-probability sampling techniques. Data collection techniques were carried out through observation, interviews, and distribution of questionnaires that had been tested for validity and reliability. Data analysis was performed using multiple linear regression through the SPSS program. The results showed that partially, the product quality variable had a positive and significant effect on purchase decisions with a t-count value > t-table. Similarly, the brand image variable showed a partial positive and significant effect on purchasing decisions. Simultaneously, product quality and brand image have a significant effect on purchase decisions with an F-count value of 80.801. The coefficient of determination (R2) shows that 60.2% of the purchase decision variable is influenced by product quality and brand image, while the remaining 39.8% is influenced by other variables not examined in this study.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Aldo Mardiansya. (2025). Pengaruh citra merek dan desain terhadap keputusan pembelian iphone di kota pekanbaru.
Alfisa Martianto, I., Setyo Iriani, S., Dwijanto Witjaksono, A., & Ekonomika dan Bisnis Universitas Negeri Surabaya, F. (n.d.). Faktor-faktor yang mempengaruhi keputusan pembelian. 7(3), 2023.
Delty. (2022). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Konsumen Pada Hoc Pemurni Air ( Studi Kasus PT.Karya Republika Kohod).
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26. Badan Penerbit Unuversitas Diponegoro.
Ghozali, I., & Kusumadewi, K. A. (2023). Partial least Skuares Konsep Teknik dan Aplikasi. Yoga Pratama.
Kiswanto, J. D., Hursepuny, H., Nanulaitta, D. T., Melmambessy, S., Administrasi, J., Politeknik, N., & Ambon, N. (2023). Pengaruh citra merek dan harga terhadap keputusan pembelian di kota ambon. Jurnal administrasi terapan, 2(2).
Larosa, S., & Paludi, S. (2025). Pengaruh kualitas produk, persepsi harga dan citra merek terhadap keputusan pembelian di flash coffee indonesia 1*. 7(1).
Ma, N., Purwidianti, W., & Randikaparsa, I. (2024). Pengaruh kualitas produk, inovasi produk, citra merek dan digital marketing terhadap keputusan pembelian. 8(2).
Melanie, O. S., Caroline, P., Wulandari, J., & Roni, M. (2025). Analysis of the impact of social media marketing, brand image and product quality on purchasing decisions for beauty products. Jurnal kompetitif bisnis, 3(1).
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. ALFABETA.
Novi, S., & Hermiati, F. (2021). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian (Vol. 15, Number 01).
Pranata, H. J., & Saragih, D. R. U. (2025). Pengaruh Kualitas Produk, Citra Merek dan Sosial Media Marketing Terhadap Keputusan Pembelian Di Krispy Kreme. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 4162–4171.
Rezky, M., Tinneke, M., Tumbel, M., Kalangi, J. A. F., Studi, P., & Bisnis, A. (2022). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Konsumen pada 3 AM Cofee Manado (Vol. 3, Number 6).
Risqi Jodavi, E. (2024). Pengaruh citra merek, harga dan kualitas produk terhadap keputusan pembelian televisi, kulkas danmesin cuci polytron pada toko bintang baru elektronik cabang koba bangka tengah. In Jurnal Studi Multidisipliner (Vol. 8, Number 9).
Setiyana, Y., & Widyasari, S. (2019). Pengaruh kualitas produk, ekuitas merek dan gaya hidup terhadap proses keputusan pembelian produk honda vario (Studi Pada Dealer CM Jaya Kota Rembang).
Siallagan, S., & Diomen Syahputra Manik. (2024). Analisis Metode Pengendalian Kualitas Produk sebagai Pencegahan Kegagalan Produksi: A Literature Review. Journal of industrial and manufacture engineering, 8(2), 145–155.
Tiya, M., Suari, Y., Luh, N., Sayang Telagawathi, W., & Yulianthini, N. N. (2019). Pengaruh kualitas produk dan desain produk terhadap keputusan pembelian. Bisma: Jurnal Manajemen, 5(1).