PENGARUH KUALITAS PRODUK DAN BRANDING TERHADAP MINAT BELI KONSUMEN SANITARY AMERICAN STANDARD DI TOKO ROJO HOUSE SOLUTION SOLO

Abstrak

Examining
the
relationship
between product quality and sanitary branding and
customer purchasing interest is the primary objective o f this study. The city o f Solo is the
setting t his quantitative study. We employed a nonprobability sampling strategi for our
sample for One hundred customers who had shopped at Rojo House Solution Store made
up the study's population. This study relies on the distribution o f
questionnaires to
gather data. The product quality variable has a positive and significant influence on
customer purchasing interest, according to the test. findings The estimated t result for this
variable is 6.488, which is more than the critical t value o f 1.98472, and the significant
value is 0.00, which is less than the alpha level o f 0. 05. Consumers' propensity to make a
purchase is positively and significantly impacted by the branding component, according
to the findings o f the tests. of The fact that the estimated t-value for sanitary product
branding is 3.182 > t-value 1.98472 and significant at 0.002 < a (0.05) proves this.
Results from concurrent
experiments
showed
that branding and product quality
combined Significantly influenced consumers' propensity to make a purchase.