Kualitas Produk Dan Strategi Branding Untuk Mendorong Keputusan Pembelian Pada Cv Sarana Karya Mandiri
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Abstract
This study aims to examine the influence of product quality and branding strategy on purchasing decisions at CV Sarana Karya Mandiri. A quantitative research approach with descriptive and verificative methods was employed. The study population consisted of 287 consumers, from which 70 respondents were selected as the research sample. Data were collected through a structured questionnaire and analyzed using multiple linear regression analysis. The findings reveal that product quality and branding strategy simultaneously have a positive and significant effect on purchasing decisions, as indicated by an F-value of 45.543 and a significance level of 0.000. Partially, product quality has a positive and significant effect on purchasing decisions (t = 3.457), while branding strategy also exerts a positive and significant effect (t = 5.644). Furthermore, the coefficient of determination (R²) of 0.569 indicates that product quality and branding strategy explain 56.9% of the variance in purchasing decisions, whereas the remaining 43.1% is influenced by other factors beyond the scope of this study. These findings highlight the importance of maintaining superior product quality and implementing effective branding strategies to enhance consumers' purchasing decisions.
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References
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