PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI PRODUK ELZATTA DI GALERI ELZATTA RANGKASBITUNG

Abstract

Consumer buying interest in an item will always pay attention to a good brand image and product quality in accordance with consumer expectations. The company will try to attract the attention of consumers so that the buying behavior of a product appears and is willing to make a purchase. The more consumers who are interested in buying the product, the more profits the company gets. This study aims to determine the effect of product quality and brand image on buying interest in Elzatta's products.

This study aims to determine the effect of product quality and brand image on buying interest in Elzatta's products

The method used in this study is a quantitative method which is analyzed using multiple linear analysis. Samples were taken by incidental sampling method with the slovin formula. The samples used in this study were 97 respondents who had purchased Elzatta products at the Elzatta Gallery Rangkasbitung.

The results of this study indicate that Product Quality (X1) has a positive and significant effect on Purchase Interest (Y) with a sig. t (0.024) < sig. (0.05), Brand Image (X2) has a positive and significant effect on Purchase Interest (Y) with a sig value. t (0.002) < sig. (0.05). Based on the results of F arithmetic > F table (9,283 > 3.09) it is thus stated that product quality and brand image variables have a simultaneous influence on buying interest.

The conclusion of this study shows that the factors that influence buying interest in Elzatta's products are 0.147, the influence of product quality and brand image variables is 14,7%. This means that buying interest is influenced by product quality variables (X1) and brand image (X2), while the rest is influenced by 85,3% by other factors not included in this study