ANALISIS PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI MIE INSTAN INDOMIE (Studi Kasus Pada Mahasiswa Kos-Kosan Universitas Sriwijaya Kampus Indralaya)
Daftar Isi:
- This research was conducted to analyze the influence of brand image, brand trust and product quality to consumer decision to buy Indomie instant noodles. This study uses primaty data obtained through questionnaires, samples taken as many as 100 people using accidental sampling method. The analysis technique used is multiple linear regression analysis, F test, T test and R2 test. The results of the research on the F test shows a significant value of 0, 000, which means independent variables consisting of Brand Image, Brand Trust and Product Quality simultaneously have a positive and significant influence on Indomie instant noodle purchase decision. The results showed partially that Brand Image variable does not partially affect the Purchase Decision, while the brand trust variable and Product Quality partially influence the purchase decision. This study also shows the value of coefficient (Adjusted R Square) of 0.468 indicates that the influence of Brand Image, Brand Trust and Product Quality to consumer decis ion to buy lndomie instant, noodles at the boarding students of Sriwijaya University Indralaya campus is 46.8%.