THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND SERVICE QUALITY ON BREAD PURCHASE DECISIONS AT UD. ROTI TIDAR, KWADUNGAN-NGASEM-KEDIRI

Authors

  • Dwi Puji Astutik Universitas Kadiri
  • Djunaidi Djunaidi Universitas Kadiri
  • Budi Rahayu Universitas Kadiri

DOI:

https://doi.org/10.61912/jeinsa.v5i1.459

Keywords:

Brand Image, Purchasing Decision, Product Quality, Service Quality, Bread

Abstract

This study aims to analyze the effect of product quality, brand image, and service quality on bread purchasing decisions at UD. Roti Tidar Kwadungan-Ngasem-Kediri. This research used a quantitative approach with primary data collected from 100 consumers. The sampling technique used accidental sampling. Data were collected through questionnaires, interviews, observation, and documentation. Data analysis used validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficient of determination. The results show that product quality has a significant effect on purchasing decisions with a significance value of 0.001. Service quality has a significant effect on purchasing decisions with a significance value of 0.010. Brand image also has a significant effect on purchasing decisions with a significance value of 0.023. Simultaneously, product quality, service quality, and brand image significantly affect purchasing decisions with a significance value of 0.000. The Adjusted R Square value of 0.479 indicates that 47.9% of the variation in purchasing decisions can be explained by the three independent variables. These findings indicate that UD. Roti Tidar should maintain product quality, improve service quality, and strengthen brand image to encourage consumer purchasing decisions.

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Published

2026-06-30

How to Cite

Astutik, D. P., Djunaidi, D., & Rahayu, B. . (2026). THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND SERVICE QUALITY ON BREAD PURCHASE DECISIONS AT UD. ROTI TIDAR, KWADUNGAN-NGASEM-KEDIRI. Jurnal Ekonomi Ichsan Sidenreng Rappang, 5(1), 506–511. https://doi.org/10.61912/jeinsa.v5i1.459

Issue

Vol. 5 No. 1 (2026): hal

Section

Articles

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