The effects of brand image and product quality on consumer decision making of “Erigo” product on Forscook (Forum Scooter Kediri) in south region

Anisa, Siti Iva and Halida, Hilda ORCID: https://orcid.org/0000-0003-0859-9321 (2023) The effects of brand image and product quality on consumer decision making of “Erigo” product on Forscook (Forum Scooter Kediri) in south region. Presented at The Conference of Psychology and Flourishing Humanity (PFH 2022), 30 Nov 2022, Malang, Indonesia.

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Abstract

Fashion products are enlivened by local products that are no less competitive with foreign products, one of which is Erigo products. This discussion leads to a purchase decision by considering the brand image and product quality of the Erigo product. This study aims to determine how much influence between brand image and product quality on consumer decision making. Collecting data in this study using a questionnaire given to 83 respondents using purposive sampling technique. The methodology used to analyze the data in this study is the validity test, reliability test, linearity test, normality test, multiple linear regression, significance test (F and t test) and coefficient determination with SPSS IBM 23. The results showed that brand image and product quality has a significant effect on consumer decision making. Based on the results of the t test, the brand image variable value t count is 3.936 > t table 1.990 with a significance of 0.000 < 0.005 and the product quality variable with a significance value of 0.041 < 0.005 with a t-count value of 2.074 > t table 1.990. Furthermore, brand image and product quality can be obtained by using the F test with an F value of 9.720 > F table 3.11, indicating that both variables have a positive effect on consumer decision making.

Item Type:	Conference (Paper)
Keywords:	brand image; quality product; consumer decision making
Subjects:	17 PSYCHOLOGY AND COGNITIVE SCIENCES > 1701 Psychology > 170107 Industrial and Organisational Psychology
Divisions:	Faculty of Psychology > Department of Psychology
Depositing User:	Hilda Halida
Date Deposited:	22 May 2023 11:21

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