THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, AND PROMOTION ON PURCHASE DECISIONS OF MIZONE BEVERAGES IN BATAM CITY

Abstract

This study aims to examine the influence of brand image, product quality, and promotion on the purchasing decisions of Mizone beverages in Batam City. The population used is consumers who have consumed Mizone beverages, with an uncertain total population. This research employs a quantitative approach using a sampling technique based on the Lemeshow formula, with a total of 100 respondents. The sampling method used is purposive sampling. Data collection was conducted through the distribution of questionnaires, with data analysis including data quality tests such as validity tests, reliability tests, and classical assumption tests including normality tests, multicollinearity tests, and heteroscedasticity tests. The influence tests involve multiple linear regression analysis and coefficient of determination analysis, while hypothesis testing involves t-tests and F-tests. The results of the multiple linear regression analysis show that brand image, product quality, and promotion significantly influence purchasing decisions, with the brand image variable having a 28.1% influence on purchasing decisions. Product quality has a 30.5% influence on purchasing decisions. Promotion has a 31.9% influence on purchasing decisions. Findings in the coefficient of determination (R2) test indicate that brand image, product quality, and promotion together account for 54.7% of the variation in purchasing decisions. Furthermore, t-tests and F-tests indicate that both individually and collectively, brand image, product quality, and promotion have a positive and significant influence on the purchasing decisions of Mizone beverages in Batam City.