ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY AND BRAND IMAGE ON THE DECISION TO BUY INDOMIE FRIED IN KENJERAN DISTRICT, SURABAYA

This study aims to analyze the effect of product quality and brand image on purchasing decisions of Indomie Fry in Kenjeran District, Surabaya. The population of this research is consumers who are involved in purchasing decisions of Indomie Goreng in Kenjeran District, Surabaya with a minimum age of 17 years. The sample used was 100 respondents with accidental sampling technique. Data was collected by giving questionnaires to respondents about product quality, brand image and purchasing decisions. This study uses multiple linear regression analysis. The hypothesis was tested by F test and T test. The results of this study indicate that product quality and brand image partially or simultaneously have a positive and significant effect on purchasing decisions. From the results of multiple regression analysis obtained the following regression equation: Y = 1.168 + 0.076 X1 + 0.089 X2 + e. The brand image variable has a dominant effect on purchasing decisions, the regression coefficient value is 0.089.


YAYASAN AKRAB PEKANBARU
Source : w w w.top b r a n d -a w a rd . c om / to p -br a nds u r v e y/surv e y -r e sul t / Based on the TOP BRAND data above, it can be seen that for 2 consecutive years participated in 2019-2020, Indomie managed to become a TOP BRAND in the mi category instant. In 2019 the TBI value achieved was 56.6% and in 2020 reach a value of 78.7%.
Indomie has a taste that matches the tongue or tastes of the people. In addition, most consumers use Indomie as a generic brand to name all brands of instant noodles.
Indomie raised its brand image with archipelago taste theme. It means Indomie is the food of everyone's taste throughout Indonesia.
In addition, the Indomie advertisement is also equipped with a song ( jingle ) which convey the meaning that the entire archipelago can enjoy Indomie, in accordance withslogan his "Indomie My taste." Of the many variants of Indomie flavors, Indomie Goreng is a product most popular from brand Indomie and has penetrate to many country including America Union, australia, English, East Middle and China (source: w w w.indom i e . c om /P rodu c t / C a tego r y/1). The meaning of the word most popular is the most known and liked by many people (sour- In accordance with the product concept, consumers will like products that give quality, performance or feature innovative best (Tjiptono, 2012:22). with a brand. These associations can be conceptualized based on: type, support, strength, and uniqueness (Shimp, 2008:12).
A well -formed brand image will have an impact positive for the company, namely increasingly convincing consumers to get consistent quality when buying a product and will increase motivation consumer to make a purchase (Rangkuti, 2009:5).

b. Dimension Image Brand
Dimension image brand according to (Keller, 2015(Keller, in journal goatee et al.,2020 are: professional impression, modern impression, serving all consumers, attention to consumers, popular.

a. Definition Decision Purchase
Decision purchase is all experience in learning, election, use, and even disposal product (Kotler and Keller, 2017:188).
Decision purchase is buyer's decision (consumer) about brand which will be purchased (Kotler and Armstrong, 2017:178).
Decision purchase is stages which skipped consumer in buy goods or service (Belch and Belch, 20014:113 in journal Rizan et al, 2020:459).
The purchase decision is a consumer decision that is influenced by by economy, finance, technology, politics, culture, product, price, location, promotion, physical evidence, people and processes, so that shape something attitude on consumer for process all information and take conclusion in the form of What product response appears? which will pur-

Framework Conceptual
Based on description theory which there is in discourse on, so framework conceptual used by researchers as follows:

Picture 2.3 Framework Conceptual
Based on the conceptual framework in

Population
Population is a combination of all elements in the form of events, things, or person which have characteristics that similar which Becomes center attention a resear-cher is therefore seen as a research universe (Ferdinad, 2011:223). Population in study this is consumer Indomie Fry in Subdistrict Kenjeran Surabaya.

Sample
The sample is a subset of the population, consisting of several members of the popular-tion. This subset was chosen because in most cases it is impossible to study all of members of the population, therefore we form a repre-sentative population which called sample (Ferdinand, 2011:223). is rounded up Becomes 100 respondent So in this study using 100 respondents

Analysis Regression linear multiple
In an effort to answer the problems in With criteria testing as following : -If R = -1 or close to -1, then the relationship between the two variables is strong or Perfectly negative, meaning that the variable is close or strong and not in the same direction or opposite.
-If R = 1 or close to 1, then the relationship between the two variables is very strong or perfectly positive, meaning that the correlation between the two variables is close or strong and character unidirectional.
-If R = 0 or close to 0, then the relationship between the two variables is very weak or no there is same relationship very.

F Uji test
The f test is used to determine whether the independent variables (product quality and brand image) have a simultaneous effect on the dependent variable (purchase decision) variable is brand image with a coefficient value of of 0.089.

Multiple Linear Regression
Model Summary