THE EFFECT OF PRODUCT DESIGN, BRAND IMAGE AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR DAIA PRODUCTS IN BATAM CITY

Abstract

In terms of competition with competitors, companies are required to implement more innovative marketing innovations for the sale of their goods and services, including the detergent industry. This study aims to determine the factors that can influence the purchase of daia detergent, namely product design, brand image, and product quality. This research is a descriptive quantitative study conducted in the Batu Aji sub-district area using an online questionnaire method via Google Form. The data was processed using SPSS Ver 20 using validity, reliability, T test, and ANOVA tests.  Of the 100 respondents, 21% were male and 79% were female. Most users are 17-25 years old (51%) and live in Buliang village (46%). The length of use of the majority is >12 months, as many as 38% of respondents. The reliability test results show the Cronbach's Alpha value of the product design variable (X1) of 0.818, brand image (X2) of 0.920, product quality (X3) of 0.914, and purchasing decisions (Y) of 0.849. The linear regression test obtained the equation Y = 1,460 + 0.304X1 + -0.005X2 + 0.358X3 + e. The T test results show that product design and product quality have a significant effect, but not brand image (p <0.05). However, the ANOVA test test results in p<0.000 so it can be concluded that product design, brand image and product quality simultaneously have a significant impact on purchasing decisions.