Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)

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Identify Product Quality, Brand Image and Promotion on Purchasing Decisions of Epson Ink Products in Batam City

Authors
Fuad Arif Rahman1, *, Fandy Bastian Harlan1, Nora Pusfita Sari1
1Management and Business Department, Politeknik Negeri Batam, Batam, Indonesia
*Corresponding author. Email: fuadar@polibatam.ac.id
Corresponding Author
Fuad Arif Rahman
Available Online 15 February 2024.
DOI
10.2991/978-2-38476-202-6_102How to use a DOI?
Keywords
brand image; promotion; and product quality
Abstract

PT. Epson Batam (PEB) is a manufacturer of inkjet printer cartridge products, devices, and scanners, which are shipped to customers around the world. Based on this description, this study aimed to determine the influence of brand image, promotion, and product quality on consumer purchasing decisions regarding Epson ink products in Batam City. The research sample comprises 96 respondents or consumers who have purchased Epson ink products and have used Epson ink in Batam City. Various regression and descriptive analyses were employed in this study. The research findings indicated that brand image, product quality, and promotion all exert a positive and significant influence on consumer decisions regarding Epson ink products in Batam City, with a coefficient of determination of 0.506. However, when examined individually, product quality showed no positive and significant effect on purchasing decisions for Epson ink in Batam City, whereas brand image and promotion both have a positive and significant impact on these purchasing decisions.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
15 February 2024
ISBN
978-2-38476-202-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-202-6_102How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Fuad Arif Rahman
AU  - Fandy Bastian Harlan
AU  - Nora Pusfita Sari
PY  - 2024
DA  - 2024/02/15
TI  - Identify Product Quality, Brand Image and Promotion on Purchasing Decisions of Epson Ink Products in Batam City
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
PB  - Atlantis Press
SP  - 751
EP  - 761
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-202-6_102
DO  - 10.2991/978-2-38476-202-6_102
ID  - Rahman2024
ER  -