The Influence of Brand Image and Product Quality on Musical Instrument Purchase Decisions

  • Fitriani Latief Doctoral Student in Management Science, Universitas Muslim Indonesia
  • Baharuddin Semmaila Universitas Muslim Indonesia
  • Aryati Arfah Universitas Muslim Indonesia
Keywords: Product Quality, Brand Image, Buying Decision

Abstract

This study aimed to determine and analyze the effect of brand image and product quality partially or simultaneously on purchasing decisions of musical instruments at the Ansar Musik store in Makassar. The type of research used is quantitative research. The population in this study were all customers who bought at the Ansar Musik Makassar store totaling 263 people. The sample in this study was 72 people determined through the Slovin formula method. This study used primary data collected by distributing questionnaires to all respondents. The data used is descriptive analysis, simple linear regression analysis, and multiple linear regression analysis. The results of this study indicate that either partially or simultaneously, the variable brand image (X1) and product quality (X2) have a positive and significant effect on purchasing decisions of musical instruments at ansar music store Makassar.

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Published
2022-05-01
How to Cite
Latief, F., Semmaila, B., & Arfah, A. (2022). The Influence of Brand Image and Product Quality on Musical Instrument Purchase Decisions. Point Of View Research Management, 3(2), 121-133. Retrieved from https://journal.accountingpointofview.id/index.php/POVREMA/article/view/199
Section
Articles