Pengaruh Citra Merek Dan Kualitas Produk Terhadap Minat Beli Produk Cv Rabbani Asysa (Studi Kasus Mahasiswa Stei Ar-Risalah Ciamis)
Abstract
This study aims to determine the influence of Brand Image and Product Quality on buying interest. This is interesting to be researched and studied more deeply about what are the reasons consumers have an interest in buying a product, especially the veil products at CV Rabbani. And fashion is something that consumers are interested in, especially women in this modern era. This research was conducted using a survey method by distributing questionnaires to Stei Ar-Risalah female students. And analyzed with multiple linear regression. This model emphasizes the influence of Brand Image, Product Quality on Purchase Intention, whose analysis results are processed using SPSS 24.0. As well as hypothesis testing, namely t-Statistics and F-Statistics. The results showed that partially brand image had a positive effect on buying interest in Rabbani Asysa products, product quality had a positive effect on buying interest in Rabbani Asysa products and simultaneously brand image and product quality had a positive effect on buying interest in Rabbani Asysa product.
Moraref