Open AccessBrand Image and Product Quality Against Purchase Decision: Sariayu hijab shampoo competitive environment
Author(s) -
Zuraidah Ida,
Ida Nur Hidayati
Publication year - 2020
Publication title -
iop conference series. earth and environmental science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.179
H-Index - 26
eISSN - 1755-1307
pISSN - 1755-1315
DOI - 10.1088/1755-1315/469/1/012109
Subject(s) - shampoo , product (mathematics) , quality (philosophy) , brand image , population , purchasing , mathematics , advertising , marketing , business , medicine , environmental health , philosophy , geometry , epistemology , pathology
In general, this study aims to analyze the influence of brand image and product quality to the purchase decision of Sariayu Hijab shampoo on Syari’ah Economics coedclass of 2014 STAIN Kediri. The population in this study is coedclass of 2014 Syari’ah Economics STAIN Kediri using Sariayu Hijab shampoo. The number of samples determined by 105 respondents by using random sampling method. Data analysis method used is multiple linear regression analysis. The result of analysis stated that brand image and product quality significantly influence the decision of purchasing Sariayu Hijab shampoo on Syari’ah Economics coedclass of 2014 STAIN Kediri. While the determination coefficient is 0,405, it means 40,5% purchase decision can be explained by brand image and quality product.