Open AccessPengaruh Product Quality, Brand Equity dan Iklan Terhadap Keputusan Pembelian Konsumen Pada Produk Obat Nyamuk Merek VAPE di Kota Denpasar
Author(s) -
Rasyid Ahmad Yoher,
I Wayan Santika
Publication year - 2017
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2018.v7.i02.p05
Subject(s) - brand equity , advertising , business , nonprobability sampling , product (mathematics) , purchasing , competitor analysis , quality (philosophy) , brand awareness , marketing , mathematics , population , philosophy , geometry , epistemology , demography , sociology
Business competition in the current era of globalization increasingly dynamic, complex and uncertain so as to spur the managers of the company to be able to think creatively and innovatively in order to always provide differentiation, as well as advantages for the company compared with its competitors. The purpose of this research is to know the effect of product quality, brand equity, and advertisement to consumer purchase decision on VAPE brand mosquito repellent product. This research was conducted in Denpasar City. The sample size used was 120 respondents. By using the technique of non-probability sampling, especially purposive sampling. The data that have been collected is processed by using multiple linear regression analysis technique. The results showed that each variable tested has been valid and reliable, and has been modeled according to the classical assumption test so that the research can be done. The three independent variables (product quality, brand equity and advertising) have a positive and significant effect on consumer purchasing decisions on VAPE brand mosquito repellent products in Denpasar City.