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ISSN 2063-5346
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THE INFLUENCE OF PRODUCT QUALITY AND BRAND IMAGE ON PURCHASE INTEREST OF BOTTLED DRINK

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Destriana Shafira, Aditya Wardhana, Mahir Pradana
» doi: 10.31838/ecb/2023.12.s3.165

Abstract

Teh Botol Sosro is the first packaged drink in Indonesia. Thisresearch aims to determine the influence of brand perception and product quality on consumer buying interest in Sosro Bottled Tea andits influence on this interest. Descriptive-causality quantitative research became the preferred method. A total of 400 respondents were used for sampling using nonprobability sampling and purposeful sampling approaches. Using the SPSS 26 program, descriptive analysis and multiple linear regression analysis are the data analysis techniques performed. Based on the results of the hypothesis test, the interest in buying Teh Botol Sosro is significantly influenced by product quality and brand image. F count > F table (120.520 > 3.018) and significance value 0.000 0.05 support this. In addition, the findings of partial hypothesis testing show that the buying interest of Teh Botol Sosro is significantly influenced by product quality and brand perception. Based on the coefficient of determination data, other factors that were not studied but had an impact on the study accounted for 28.7% of the difference between the influence of brand image and product quality on buying interest.

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