| dc.description.abstract | Brand image is the result of observation about a brand as a
form of replication of the customer's relationship with the brand that
is held with in him. Another definition is that brand image is how
interested consumers are in seeing a particular brand so that
consumers are interested in buying the product. Meanwhile, product
quality is a crucial element in creating a product and is also the first
consideration a consumer makes when choosing or purchasing a
product. The purpose of this study is to analyze the influence of
brand image on consumer purchase intention. Does product quality
have an effect on consumer purchasing interest? Does brand image
and product quality have a simultaneous effect on consumer
purchasing interest of AMDK P2S2? The research method used is a
quantitative approach. Data collection was carried out by filling out
a research questionnaire given to 70 AMDK P2S2 consumers. The
analysis techniques used are Correlation Coefficient (R),
Determination Coefficient, Multiple Regression Model, F Test and T
Test. The conclusion of this study is (1) brand image does not have a
significant effect on consumer purchasing interest, where the t count
value = -1.156 < t table 1.667 or sig t value 0.252 > 0.05, which
indicates that brand image does not have a significant effect on
consumer purchasing interest. (2) product quality does not have a
significant effect on consumer purchasing interest, where the ÿ value
is 1.045 < 1.667 or sig t value 0.300 > 0.05, which indicates that
product quality does not have a significant effect on consumer
purchasing interest. (3) Brand image and product quality do not
have a simultaneous effect on consumer purchasing interest, where F
count 1.008 < F table 3.13 or sig. value f = 0.370 > 0.05, which
shows that brand image and product quality do not have a
simultaneous effect on consumer purchasing interest. | en_US |
