PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN INTERNET MARKETING TERHADAP KEPUTUSAN PEMBELIAN SLIMGOURMET DI PT MULTIJAYA MANDIRI SEJAHTERA, JAKARTA SELATAN

Abstract

The population in this study is constumers of PT Multijaya Mandiri Sejahtera. This research was conducted to know the effect of product quality, brand image and internet marketing towords decision of Slimgourmet purchase in PT Multijaya Mandiri Sejahtera. Sampling technique using random sampling with the number of samples as 100 respondent. The researcher used questionnaires that have been tested for the validity and realibity as a Data collection technique. Data analysis technique that used to answer the hypotesis is multiple regression. Y= 6,385 + 0,240 X1 + 0,179 X2 + 0,71 X3. Product quality (X1) variables have a significant influence on purcasing decisions (Y). Brand image (X2) variables have a significant influence on purcasing decisions (Y). Internet marketing (X3) variables have a significant influence on purcasing decisions (Y). Together with all variables affect the decision to purchase food in Slimgourmet catering, coefficient determines or Adjusted R Square is 0,374 or 37,4% that number means  37,4% purchasing decisions are affected by quality product, brand image, and internet marketing while, the remaining amount of 62,6%, is influenced by factor other factors not included in this reseach. Conclusion from the result of this reseach according to the constumer that the three independent variables are considered importent as a determinant of purchasing decisions in PT Multijaya Mandiri Sejahtera.