Pengaruh Kualitas Produk dan Ekuitas Merek Terhadap Keputusan Pembelian Produk Siska Boutique Medan

Abstract

The purpose of this study was to determine and analyze the Effect of Product Quality and Brand Equity on Product Purchasing Decisions of Siska Boutique.The research method used is associative research, where variables are measured on a Likert scale. The method of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were consumers at Siska Boutique, amounting to 91 people. Sampling with saturated sampling method or better known as the census. In this study the total population is relatively small as many as 91 people. Data processing using SPSS software version 23, with descriptive analysis and hypothesis testing multiple regression analysis.The results showed that: (1) partially Product Quality variables influenced the Purchase Decision of Siska Boutique Products (2) partially Brand Equity variables influenced the Purchasing Decision of Siska Boutique Products (3) simultaneously there was a positive influence and significant between Product Quality and