Pengaruh Kualitas Produk, Citra Merek, dan Loyalitas Pelanggan terhadap Minat Beli Teh Botol Sosro di Alfamart Tanjung Kabupaten Brebes

Abstract

The purpose of our research aims to analyze the influence of product quality, brand image, and customer loyalty on the buying interest of Teh Botol Sosro. The research method used is quantitative descriptive with a causality approach. Data were obtained through the dissemination of online questionnaires. The number of samples taken was 109 respondents. Data analysis was carried out using the SPSS program, involving tests of validity, reliability, classical assumption tests such as linearity, normality, multicollinearity, heteroscedasticity, and autocorrelation tests. Furthermore, in multiple linear regression analysis, the data is tested by determination coefficient test, F test, and t test. The results showed that product quality has an influence on buying interest, brand image has an influence on buying interest, customer loyalty has an influence on buying interest. Simultaneously, product quality, brand image, and customer loyalty have an influence on the buying interest of Teh Botol Sosro.