The Influence of Product Quality, Brand Image, and Promotion on Product Purchase Decisions

Abstract

The aim of this research is to determine the influence of product quality, brand image and promotion on purchasing decisions for GOTA mineral water in Dili Timor Leste. The research object is consumers of GOTA mineral water in areas of the city of Dili from various backgrounds taken by researchers to study and then draw conclusions. The population in this study were consumers of GOTA mineral water in the city of Dili including students, employees and housewives, totaling 100 people used as samples. The sampling technique used was interviews and questionnaire distribution method Purposive sampling. The data analysis technique used in this research is multiple linear regression analysis. Based on the results of classical assumption tests carried out through normality, multicollinearity and heteroscedasticity, it shows that all the variables used do not conflict with the specified conditions. Meanwhile, according to the results of the model feasibility test, the regression model used in this research is suitable for use. Based on the results of hypothesis testing, it shows that the variables of product quality, brand image and promotion have a positive and significant effect on purchasing decisions.