The Effect of Brand Image and Quality Product Towards Purchase Decision (Empirical Study on CV Bone Engineering Retail)

Abstract

In this research revealed that there is a gap between the good of brand image and quality
product from water heater product of CV.Bone Engineering Bandung and the lower Purchase
Decision for water heater product of CV.Bone Engineering Bandung. This research aims to
determine whether the brand image and quality product of water heater CV.Bone Engineering
Bandung affect to the Purchase Decision for water heater product of CV.Bone Engineering
Bandung. The factors tested in this study are brand image and quality product as independent
variables, while Purchase Decision is the dependent variable. The research method used is
descriptive method, with data collection techniques through observation and questionnaires.
The population in the study were user or cunsumen of water heater in Bandung city
particularly user or consumer that come to retail of CV.Bone Engineering Bandung with a
sample of 100 respondents. Data analysis used multiple linear regression analysis at a
significant level of 5 percent The program used is SPSS 25 and Lisrel 8.80. The results showed
that the two independent variables which is brand image and quality product had a
significant effect on the Purchase Decision for water heater product of CV.Bone Engineering
Bandung. But it does not make user or consumer of water heater want to use the product of
water heater CV.Bone Engineering Bandung. CV.Bone Engineering Bandung can make some
change of the brand image and quality product so that can make more benefit to user or
consumer of water heater.