The Influence of Purchasing Decisions Based on Brand Image and Product Quality
DOI:
https://doi.org/10.21009/ISC-BEAM.011.60Keywords:
product quality, brand image, purchase decisionAbstract
The purpose of this study is to investigate the influence of brand image on consumers. I am decided to purchase AQUA water. The problem studied is the intense competition between bottled water products in Indonesia. This study examines the impact of brand image and product quality on consumers purchasing decisions. The methods used are qualitative and based on literature and library research approaches. Theoretical and historical analyses are used to understand purchasing decisions. Consumer's perception of brand image, product quality, price, advertising, and brand image play an important role in purchasing decisions. This study also describes theoretical measurement elements for future research to describe, explain, and measure purchase decisions based on theoretical research.
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