Pengaruh Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian di CORDY.ID Bandar Lampung

Abstract

This research aims to understand consumer preferences for clothing sold at Cordy.Id Bandar Lampung through analyzing the influence of product quality and brand image on purchasing decisions. This research uses quantitative methods with an associative approach. Data was collected through a questionnaire distributed to 100 consumers who had shopped for clothes at Cordy.Id, using a purposive sampling technique. Multiple linear regression analysis is used to test the hypothesis. The research results show that both product quality and brand image have a significant influence on clothing purchasing decisions at Cordy.Id. These results provide insight for Cordy.Id to understand the factors that encourage consumers to choose the clothes offered at the store.