PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER (Studi di Outlet Eiger Manyar Surabaya)

INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON EIGER PRODUCT PURCHASE DECISIONS (Study At Eiger Manyar Surabaya Outlet)

                                                                                                                                                                Abstrak

Kegiatan di luar ruangan menjadi trend di masyarakat sehingga banyak produsen yang menyediakan perlengkapan dan peralatan pendukung kegiatan tersebut. Banyaknya pilihan yang tersedia menentukan keputusan pembelian konsumen. Penelitian ini dilakukan untuk melihat persaingan produsen perlengkapan dan peralatan kegiatan di luar ruangan. Penelitian ini termasuk riset konklusif menggunakan variabel yaitu citra merek dan kualitas produk merupakan variabel bebasnya serta keputusan pembelian di Outlet Eiger Manyar Surabaya sebagai variabel terikat. Teknik pengumpulan data dalam penelitian ini menggunakan angket yang memakai skala likert. Dari populasi sebesar 1557 pengunjung Outlet Eiger Manyar Surabaya selama Oktober sampai Desember 2019, sampel yang digunakan 94 responden. Analisis untuk penelitian ini ialah regresi linier berganda kemudian diolah menggunakan program SPSS 26. Analisis data menghasilkan simpulan bahwa citra merek dan kualitas produk secara simultan mempengaruhi keputusan pembelian di Outlet Eiger Manyar Surabaya. Secara parsial variabel citra merek mempengaruhi keputusan pembelian. Sementara variabel kualitas produk tidak berpengaruh pada keputusan pembelian. Kata kunci : citra merek, kualitas, keputusan pembelian.

                                                                                                                                                                  Abstract

Outdoor activities are becoming a trend nowadays, so there are many manufacturers provide equipments that support these activities. The choices that served will determine the consumers’ purchasing decisions. This research depends on the rivalry of outdoor equipment manufacturers which is really tight. The variables in this research are brand of image and product quality as independent variables and purchasing decisions at Eiger Manyar Surabaya Outlet as a dependent variable. This research is using a questionnaire with Likert scale for scoring. The samples for this research is 94 respondents from 1557 Eiger Manyar Surabaya Outlet’s visitors during the last 3 months as the population. The analysis used is multiple linear regretion and processed using the SPSS 26 program. The results of data analysis show that the brand image and product quality have influence the purchasing decisions simultaneously at Eiger Manyar Surabaya Outlet. Brand image variable influences purchasing decisions partially. While the product quality has no effect on decision to purchase. Keywords: brand image; product quality; purchasing decision.