PENGARUH KUALITAS PRODUK, CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN UNIQLO DI SURABAYA)

Abstract

This research aimed to analyze and find out the effect of product quality, brand image, and brand trust on the consumers’ purchasing decisions (A Study on Consumers at the Uniqlo Surabaya). The research was quantitative. Moreover, the data collection technique used non-probability sampling, i.e., a sample selection that did not give the same chances or opportunities to every member of the selected population as the research sample. In line with that, there were 100 customers who had purchased the Uniqlo product Surabaya as the sample. Furthermore, the data were primary. The data were directly collected from respondents by questionnaire distribution. Furthermore, the data analysis technique that used the hypothesis test was multiple linear regression analysis with the SPSS (Statistical Product and Service Solution) program. The result showed that product quality had a positive and significant effect on the consumers’ purchasing decisions at the Uniqlo Surabaya. Likewise, brand image had a positive and significant effect on the consumers’ purchasing decisions at the Uniqlo Surabaya. Similarly, brand trust had a positive and significant effect on the consumers’ purchasing decisions at the Uniqlo Surabaya.