Abstract
Business competition in the current era of globalization increasingly dynamic, complex and uncertain so as to spur the managers of the company to be able to think creatively and innovatively in order to always provide differentiation, as well as advantages for the company compared with its competitors. The purpose of this research is to know the effect of product quality, brand equity, and advertisement to consumer purchase decision on VAPE brand mosquito repellent product. This research was conducted in Denpasar City. The sample size used was 120 respondents. By using the technique of non-probability sampling, especially purposive sampling. The data that have been collected is processed by using multiple linear regression analysis technique. The results showed that each variable tested has been valid and reliable, and has been modeled according to the classical assumption test so that the research can be done. The three independent variables (product quality, brand equity and advertising) have a positive and significant effect on consumer purchasing decisions on VAPE brand mosquito repellent products in Denpasar City.
Highlights
Business competition in the current era of globalization increasingly dynamic, complex and uncertain so as to spur the managers of the company to be able to think creatively and innovatively in order to always provide differentiation, as well as advantages for the company compared with its competitors
The results showed that each variable tested has been valid and reliable, and has been modeled according to the classical assumption test so that the research can be done
Variabel iklan berpengaruh terhadap positif dan signifikan keputusan pembelian konsumen pada produk obat nyamuk merek VAPE
Summary
Persaingan bisnis dalam era globalisasi saat ini semakin dinamis, kompleks dan tidak pasti sehingga memacu para pengelola perusahaan untuk dapat berpikir secara kreatif dan inovatif agar selalu memberikan diferensiasi, serta keunggulan bagi perusahaannya dibandingkan dengan para pesaingnya. Tujuan penelitian adalah untuk mengetahui pengaruh product quality, brand equity, dan iklan terhadap keputusan pembelian konsumen pada produk obat nyamuk merek VAPE. Dengan menggunakan teknik nonprobability sampling, khususnya purposive sampling. Data yang telah dikumpulkan diolah dengan menggunakan teknik analisis regresi linear berganda. Hasil penelitian menunjukkan setiap variabel yang diuji telah valid dan reliabel, serta telah layak secara model menurut uji asumsi klasik sehingga penelitian dapat dilakukan. Ketiga variabel bebas (product quality, brand equity dan iklan) berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada produk obat nyamuk merek VAPE di Kota Denpasar
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