Proceedings of the Conference of Psychology and Flourishing Humanity (PFH 2022)

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The Effects of Brand Image and Product Quality on Consumer Decision Making of “Erigo” Product on Forscook (Forum Scooter Kediri) in South Region

Authors
Siti Iva Anisa1, Hilda Halida1, *
1Faculty of Psychology, UIN Malang, Malang, Indonesia
*Corresponding author. Email: hildahalida@psi.uin-malang.ac.id
Corresponding Author
Hilda Halida
Available Online 31 March 2023.
DOI
10.2991/978-2-38476-032-9_25How to use a DOI?
Keywords
Brand Image; Quality Product; Consumer Decision Making
Abstract

Fashion products are enlivened by local products that are no less competitive with foreign products, one of which is Erigo products. This discussion leads to a purchase decision by considering the brand image and product quality of the Erigo product. This study aims to determine how much influence between brand image and product quality on consumer decision making. Collecting data in this study using a questionnaire given to 83 respondents using purposive sampling technique. The methodology used to analyze the data in this study is the validity test, reliability test, linearity test, normality test, multiple linear regression, significance test (F and t test) and coefficient determination with SPSS IBM 23. The results showed that brand image and product quality has a significant effect on consumer decision making. Based on the results of the t test, the brand image variable value t count is 3.936 > t table 1.990 with a significance of 0.000 < 0.005 and the product quality variable with a significance value of 0.041 < 0.005 with a t-count value of 2.074 > t table 1.990. Furthermore, brand image and product quality can be obtained by using the F test with an F value of 9.720 > F table 3.11, indicating that both variables have a positive effect on consumer decision making.

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 Conference of Psychology and Flourishing Humanity (PFH 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 March 2023
ISBN
978-2-38476-032-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-032-9_25How 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  - Siti Iva Anisa
AU  - Hilda Halida
PY  - 2023
DA  - 2023/03/31
TI  - The Effects of Brand Image and Product Quality on Consumer Decision Making of “Erigo” Product on Forscook (Forum Scooter Kediri) in South Region
BT  - Proceedings of the Conference of Psychology and Flourishing Humanity (PFH 2022)
PB  - Atlantis Press
SP  - 246
EP  - 252
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-032-9_25
DO  - 10.2991/978-2-38476-032-9_25
ID  - Anisa2023
ER  -