THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON GARUDA PRODUCT PURCHASE DECISIONS THROUGH BRAND IMAGE AT CV. FAMILI SAKATO, SEBERIDA DISTRICT, INDRAGIRI HULU REGENCY

Abstract

Cv.Famili Sakato is a company engaged in sales and distribution with a fairly wide coverage in Indragiri Hulu Regency. The problem that arises is that the number of consumers fluctuates, experiencing increases and decreases. Purchasing decisions are influenced by many factors, including product quality, service quality, and purchasing decisions.

The research lasted approximately 6 (six) months. The objective of the study was to analyze the influence of product quality, service quality, and brand image on purchasing decisions for Garuda products at CV. Famili Sakato in Seberida Sub-district, Indragiri Hulu District.

The type of research is quantitative. The data used is primary data. To analyze the data, quantitative methods were used, including path analysis, multiple correlation coefficients and determination, F-tests, and t-tests, which were assisted by SPSS.

Based on the research results and discussion, the following conclusions can be drawn: product quality, service quality, and brand image influence the purchase decision of Garuda products at CV. Famili Sakato, Seberida Sub-district, Indragiri Hulu Regency.