The Effect of Product and Brand Image on Purchasing Decisions for Chili Sauce Products ABC Brand Instan in Kediri City

Abstract

The majority of the population in Indonesia works in the agricultural sector because Indonesia has quite fertile land that can improve the economy in Indonesia throught the agricultural sector. The purpose of this study was to determine the effect of product quality and brand image on purchasing decisions for ABC brand instant chili sauce products in Kediri City. The sampling technique in this study is non-probability using purposive sampling technique, so that the number of samples needed is 108 respondents. The research method used in this research is quantitative. The data analysis technique in this study uses Part Least Square (PLS). The results of this study indicate that product quality and brand image have a significant (positive) influence on purchasing decisions for ABC brand instant chili sauce products in Kediri City.