THE INFLUENCE OF PRODUCT QUALITY, CUSTOMER VALUE AND BRAND IMAGE ON PURCHASING DECISIONS FOR HYDRO COCO PRODUCTS IN BATAM CITY

Abstract

The purpose of this study was to determine the effect of product quality, customer value and brand image on purchasing decisions for Hydro coco products in Batam City. This research uses quantitative techniques and the sample is taken from 204 respondents who have purchased Hydro coco products. Data collection techniques through questionnaires and using SPSS version 25 software for data analysis include quality tests, classical assumption tests, influence tests and hypothesis testing. The Adjusted R Square value of 0.726% shows that the factors of product quality, customer value and brand image together have a significant influence on purchasing decisions. The existence of other variables that are not considered in this study is indicated by the remaining 100_82.1%. Partial test results show that the three independent variables, namely product quality, customer value and brand image, have a positive and significant influence on purchasing decisions for Hydro coco products in Batam City.