The Influence of Product Quality and Brand Image on the Decision to Purchase the Polytron Brand at the Glodok Electronics Store, Enrekang Regency

This is the authors' abstract. We don't add key points for this paper.

This study aims to determine and analyze the effect of product quality and brand image partially and simultaneously on purchase decisions for Polytron products at Toko Glodok Elektronik kabupaten enrekang Enrekang Regency. This type of research is quantitative research with an associative approach. The population in this study are all consumers who purchase Polytron products at Toko Glodok kabupaten Elektronik, with a total sample of 110 respondents determined using non-probability sampling techniques. Data collection techniques were carried out through observation, interviews, and distribution of questionnaires that had been tested for validity and reliability. Data analysis was performed using multiple linear regression through the SPSS program. The results showed that partially, the product quality variable had a positive and significant effect on purchase decisions with a t-count value > t-table. Similarly, the brand image variable showed a partial positive and significant effect on purchasing decisions. Simultaneously, product quality and brand image have a significant effect on purchase decisions with an F-count value of 80.801. The coefficient of determination (R2) shows that 60.2% of the purchase decision variable is influenced by product quality and brand image, while the remaining 39.8% is influenced by other variables not examined in this study.