Safitri, Eva Dwi (2023) Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Mie Instan Lemonilo (studi Kasus Kubang Raya Yang Pernah Membeli Mie Lemonilo). Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted with the aim of analyzing the influence of Brand image and product quality on purchasing decisions for Lemonilo instant noodles in Pekanbaru (case study of Pekanbaru people who bought Lemonilo instant noodles). The sampling technique used in this research is non-probability sampling. In this case the research took 100 respondents as samples. Data collection techniques through questionnaires using Google Form to respondents. The method used in Quantitative and Multiple Linear Regression Analysis using the SPSS Software program (version 25). The research results showed that (1) Brand image had positive and significant effect on purchasing decisions, (2) product quality partially had a positive and significant effect on purchasing decisions because there was a sense of satisfaction from respondents who felt that the product quality of Lemonilo instant noodles in Pekanbaru was very good, (3) Brand image and product quality simultaneously have a positive and significant effect on purchasing decisions.

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