The Effect of Perceived Quality and Brand Image on Lifebuoy Soap Purchase Decisions That Have an Impact on Consumer Loyalty (Case Study of Lifebuoy Soap Consumers in Bandung)

Dadang Munandar(1*),

(1) International Women University, Bandung, Jawa Barat, Indonesia
(*) Corresponding Author




DOI: https://doi.org/10.26858/ja.v6i2.35213

Abstract


 This study aims to determine the effect of perceived quality and brand image on consumer purchasing decisions for Lifebuoy soap which has an impact on consumer loyalty in Bandung. The method used is explanatory research with a sample of 96 respondents. The analysis technique uses statistical analysis with regression, correlation, determination and hypothesis testing. The results of this study that perceived quality has a significant effect on purchasing decisions by 36.2%, hypothesis testing obtained a significance of 0.000 <0.05. Brand image has a significant effect on purchasing decisions by 47.8%, hypothesis testing obtained a significance of 0.000 <0.05. Perceived quality and brand image simultaneously have a significant effect on purchasing decisions by 53.4%, hypothesis testing obtained a significance of 0.000 <0.05. Purchase decisions have a significant effect on consumer loyalty by 32.5%, hypothesis testing obtained a significance of 0.000 <0.05.


Keywords


Perceived Quality; Brand Image; Purchase Decision; Consumer Loyalty

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