relation: http://repository.upi.edu/143382/
title: PENGARUH PRODUCT QUALITY DAN BRAND IMAGE TERHADAP PURCHASE DECISION MIE GAGA 100 EXTRA PEDAS: Survei Terhadap Konsumen Toserba Aneka Sandang
creator: Neng Intan Permatahati Jamilatul Mubarokah, -
creator: Chairul Furqon, -
creator: Mokh. Adib Sultan, -
subject: H Social Sciences (General)
subject: HB Economic Theory
subject: HF Commerce
subject: L Education (General)
description: Penelitian ini bertujuan untuk menganalisis pengaruh product quality dan brand image terhadap purchase decision produk Mie Gaga 100 Extra Pedas. Penelitian ini dilakukan pada Konsumen Toserba Aneka Sandang di Kabupaten Kuningan, yang dipilih sebagai subjek penelitian karena representatif dan relevan terhadap produk yang dikaji. Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif dan menggunakan teknik analisis Statistical Poduct and Service Solutions (SPSS) dengan responden berjumlah 385 responden.Hasil penelitian menunjukkan product quality dan brand image memiliki pengaruh positif dan signifikan terhadap purchase decision. Selain itu,. Temuan ini menegaskan bahwa faktor kualitas produk dan citra merek berpengaruh kuat terhadap keputusan pembelian, terutama di konsumen Toserba Aneka Sandang yang masih cenderung memilih mie instan top of mind. Implikasi praktis dari penelitian ini adalah bahwa produsen Mie Instan, khususnya Mie Gaga 100 Extra Pedas, perlu mempertimbangkan peningkatan kualitas produk dan citra merek dalam strategi pemasaran merek mereka.    This study aims to analyze the effect of product quality and brand image on the purchase decision of Mie Gaga 100 Extra Pedas products. This research was conducted on consumers at the Aneka Sandang department store in Kuningan Regency, which was chosen as the research subject because it was representative and relevant to the product being studied. The research method used was a survey with a quantitative approach and used Statistical Product and Service Solutions (SPSS) analysis techniques with 385 respondents. The results showed that product quality and brand image had a positive and significant influence on purchase decisions. Furthermore, these findings confirm that product quality and brand image are strong factors influencing purchase decisions, especially among consumers at Toserba Aneka Sandang who still tend to choose top-of-mind instant noodles. The practical implication of this study is that instant noodle manufacturers, particularly Mie Gaga 100 Extra Pedas, need to consider improving product quality and brand image in their brand marketing strategies.
date: 2025-08-28
type: Thesis
type: NonPeerReviewed
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identifier: http://repository.upi.edu/143382/1/S_PEM_2103899_Title.pdf
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identifier: http://repository.upi.edu/143382/2/S_PEM_2103899_Chapter1.pdf
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identifier: http://repository.upi.edu/143382/3/S_PEM_2103899_Chapter2.pdf
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identifier: http://repository.upi.edu/143382/4/S_PEM_2103899_Chapter3.pdf
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identifier: http://repository.upi.edu/143382/5/S_PEM_2103899_Chapter4.pdf
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identifier: http://repository.upi.edu/143382/6/S_PEM_2103899_Chapter5.pdf
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identifier: http://repository.upi.edu/143382/7/S_PEM_2103899_Appendix.pdf
identifier:   Neng Intan Permatahati Jamilatul Mubarokah, - and Chairul Furqon, - and Mokh. Adib Sultan, -  (2025) PENGARUH PRODUCT QUALITY DAN BRAND IMAGE TERHADAP PURCHASE DECISION MIE GAGA 100 EXTRA PEDAS: Survei Terhadap Konsumen Toserba Aneka Sandang.  S1 thesis, Universitas Pendidikan Indonesia.   
relation: https://repository.upi.edu/