PENGARUH CITRA MERK, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN FATIGON PROMUNO

Abstract

Kalbe Farma is a local brand that markets products in prescription drugs, customer health products, and nutritional products that are not inferior to similar products from abroad; it was proven by the 50 rewards of public companies with the biggest capitalist market. This research aimed to find out the effect of brand image, product quality, and promotion on the purchasing decision of Fatigon Promuno products in the Surabaya area. The research population used consumers who have ever purchased and consumed the product of Fatigon Promuni in Surabaya. The research used a quantitative method with causal-comparative research. Furthermore, the research sample technique used accidental sampling; meanwhile, the number of research samples used the Lemeshow formula; therefore, it obtained 96 samples. Moreover, the research analysis method used multiple linear regressions analysis with the SPSS program. The research result concluded that brand image, product quality, and promotion had a positive and significant effect on the purchasing decision at Fatigon Promuno in Surabaya. It was proven that Kalbe Farma had improved and maintained the brand image, product quality, and promotion; therefore, the consumers' decision would increase the purchase of Fatigon Promuno products.