PENGARUH KUALITAS PRODUK, CITRA MEREK DAN DAYA TARIK IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK AQUA

The increasingly competitive bottled water business has made producers compete to win their products in the hearts of consumers. It is important for producers to create strategies to improve purchasing decisions. The purpose of this study was to analyze the effect of product quality, brand image, and advertising appeal on purchasing decisions for Aqua brand bottled water in Malang. The research method used is a quantitative research method. The population in this study were consumers of Aqua brand bottled water in Malang. The sampling technique used was accidental sampling with a sample size of 97 respondents. Data analysis used multiple linear regression methods. The results showed that product quality, brand image, and advertising appeal had a positive and significant effect on purchasing decisions.