Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Konsumen Minyakit di Desa Tanjung Anom Kecamatan PancurBatu

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan citra merek terhadap keputusan pembelian Minyakita pada masyarakat Desa Tanjung Anom, Kecamatan Pancurbatu. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 99 responden yang pernah membeli Minyakita. Pengumpulan data dilakukan melalui kuesioner dan dianalisis dengan regresi linear berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa (1) kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, (2) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, serta (3) kualitas produk dan citra merek secara simultan berpengaruh signifikan terhadap keputusan pembelian. Temuan ini menegaskan pentingnya produsen dan pemerintah menjaga kualitas serta membangun citra merek positif agar Minyakita tetap diminati konsumen. This research investigates the influence of product quality and brand image on consumer purchase decisions of Minyakita in Tanjung Anom Village, Pancur Batu District. The study applied a quantitative approach with purposive sampling, involving 99 respondents who had purchased Minyakita. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results indicate that product quality has a positive and significant effect on purchase decisions, while brand image also shows a positive and significant impact. Furthermore, both product quality and brand image simultaneously exert a significant influence on purchase decisions. These findings highlight the crucial role of maintaining product quality and strengthening a positive brand image to ensure consumer preference for Minyakita. This study contributes to providing empirical evidence on consumer behavior, especially in the context of essential commodities, and offers practical implications for producers and policymakers in improving the competitiveness and sustainability of Minyakita in the market.