PRODUCT QUALITY, BRAND IMAGE AND LOCATION ON PURCHASING DECISIONS AT INDOMARET

Abstract

Abstract

This research aims to find out whether product quality, brand image and location influence consumer purchasing decisions at Indomaret. The research location was conducted on consumers in Yogyakarta. This research uses a quantitative approach with data types, both primary data and secondary data. The sampling technique used was purposive sampling by looking at the criteria for respondents who had purchased products at Indomaret. To test the feasibility of the questionnaire, use validity and reliability tests. The research was conducted in the period March – June 2024, with a sample of 100 respondents.Data analysis uses multiple regression models. The selection of variables was based on previous preliminary surveys which indicated that there was a tendency for consumers to buy products at retailers they were already familiar with. The variables chosen in this research are categorized into dependent variables and independent variables. The dependent variable includes purchasing decision variables at Indomaret, while the independent variables are product quality, brand image and location variables. The research results show that the variables product quality, brand image and location have a positive and significant influence on purchasing decisions at Indomaret.

Keywords: product quality, brand image, location, purchasing decisions