The Influence of Brand Image and Product Quality on Purchasing Decisions of NU Green Tea

Abstract

This research aims to determine the influence of brand image on purchasing decisions for nu green tea, the influence of product quality on purchasing decisions for nu green tea. This research is conclusive research. Non-probability sampling was used as a sampling technique with the census method for 200 respondents. Respondents are consumers who have purchased nu green tea in the last three months. Distribution of questionnaires was carried out directly by distributing questionnaires in the North Surabaya area. The measurement scale in this study uses a Likert scale. The statistical analysis used is multiple linear regression analysis with SPSS 23. The research results show that the brand image variable does not have a significant influence on purchasing decisions, and product quality has a positive and significant influence on purchasing decisions.