Pengaruh Kualitas Produk, Iklan, Dan Citra Merek Terhadap Keputusan Pembelian Minyak Goreng Bimoli (Studi Pada Konsumen Di Pasar Baru Lumajang)


  • Siti Aminah STIE Widya Gama Lumajang
  • Kusnanto Darmawan STIE Widya Gama Lumajang
  • Hesti Budiwati STIE Widya Gama Lumajang


Product Quality, Advertising, Brand Image of Purchasing Decisions.


The product in a marketing is the first thing that marketers must think about. In making a product, companies must think about good quality of their products. To market and inform products to corporate consumers need to do promotions, examples of promotional media are advertisements. The main activity of making a product advertisement is to build a positive image of the brand. The aim of this study was to determine the effect of product quality, advertising, and brand image on purchasing decisions either partially or simultaneously. This research was conducted on 60 consumers of Bimoli cooking oil in Pasar Baru Lumajang using multiple linear regression analysis techniques, the results showed that partially the quality of the product did not affect the purchase decision, while the advertising and brand image had an influence on purchasing decisions. And simultaneously the quality of products, advertisements, and brand image has an influence on purchasing decisions. With a coefficient of determination of 42.2%.