Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen: Studi Kasus Pada Umkm Kuliner

Mudzakir Ilyas; Rika Rahmadina Putri; Mitha  Eka Suryani Annisa

doi:10.56644/adl.v6i1.142

Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen: Studi Kasus Pada Umkm Kuliner

Mudzakir Ilyas Sekolah Tinggi Ekonomi Islam (STEI) Al Furqon Prabumulih
Rika Rahmadina Putri Sekolah Tinggi Ekonomi Islam (STEI) Al Furqon Prabumulih
Mitha Eka Suryani Annisa Sekolah Tinggi Ekonomi Islam (STEI) Al Furqon Prabumulih

DOI: https://doi.org/10.56644/adl.v6i1.142

Keywords: Citra Merek, Kualitas Produk, Keputusan Pembelian

Abstract

This study aims to determine the effect of brand image and product quality on consumer purchasing decisions on seblak prabumulih. The method used in this research is quantitative research method using a sample of 100 respondents who have made purchases at seblak prabumulih. The data analysis method used is multiple linear regression analysis to see how much influence brand image and product quality have on consumer purchasing decisions on seblak prabumulih. Based on the results of multiple linear regression analysis that has been carried out in this study, seen from the results of the f test, it can be seen that the Fcount value is 15.246 > Ftabel 3.09 (15.246 > 3.09) then H0 is rejected and H1 is accepted. This means that the Brand Image and Product Quality variables together (simultaneously) have a significant effect on the level of Consumer Purchasing Decisions at the Seblak Prabumulih shop.

Published

2025-06-30

How to Cite

Mudzakir Ilyas, Rika Rahmadina Putri, & Eka Suryani Annisa, M. (2025). Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen: Studi Kasus Pada Umkm Kuliner. ADL ISLAMIC ECONOMIC, 6(1), 86-97. https://doi.org/10.56644/adl.v6i1.142

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Issue

Vol. 6 No. 1 (2025): Adl Islamic Economic

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Articles

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