Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian pada Produk Jamu Tolak Angin di Toko Umi Dukuh Tengah

Abstract

This study explores the relationship between brand image, product quality, and purchasing decisions for Tolak Angin products at Umi Dukuh Tengah Store. The subjects of the study were consumers who bought Tolak Angin at Umi Dukuh Tengah Store. The sample, taken using the arikunto formula of 25% of the population of 280 people, consisted of 70 respondents. The results showed that all variables and questions in the questionnaire proved valid and reliable based on tests conducted on buyers of Jamu Tolak Angin Cair products at Umi Dukuh Tengah Store. The normality test states that the data has a normal distribution. The linearity test shows the existence of important linear relationships among various variables. The results of the multicollinearity test showed that there was no multicollinearity problem in the model.