The Influence Of Product Quality, Brand Image, And Consumer Knowledge Of Decisions To Purchase Local Brand Eucalyptus Oil

Abstract

This study aims to determine the sales process of Namlea oil products in the souvenir shop, as well as to determine product quality, brand image and consumer knowledge that influence the purchasing decisions of Namlea eucalyptus oil products at the store. The population in this study were consumers who purchased Namlea eucalyptus oil products at the Nikmat gift shop. Respondents obtained amounted to 100 respondents through the questionnaire method. The results of data analysis show that the process of selling Namlea eucalyptus oil by the favor shop is directly related to consumers, as for orders from other stores then the supplier from tako favors will send the namlea eucalyptus oil product to the store. The results of the study obtained the coefficient value of the product quality variable 0.241, the brand image variable is 0.315, and the consumer knowledge variable is 0.445. The value of R square on the three variables is 67.7%. The results of the T test for product quality variables are 4.155, brand image is 4.325 and consumer knowledge is 8.414 with a significance value of 0.000 (0.000 <0.05). The three variables were concluded to have a positive and significant effect on the decision to purchase Namlea eucalyptus oil.

Keywords: Product quality, brand image, consumer knowledge, buying decision