This study is aimed at investigating the effect of brand image, product
quality, and consumer loyalty to the purchasing decision of Mie Sedaap brand
noodle instant. Independent variables in this study are brand image, product
quality, and consumer loyalty, while the dependent variable in this study is
purchasing decision.
The research was conducted at Muhammadiyah University of
Purwokerto. Data collection method in this research is survey method by using
questionnaires. The sample that comprises 100 respondents is selected by using
sampling accidental technique. The analysis used in this research are test
reliability, validity test, classical assumption test, multiple regression analysis,
and hypothesis test of t test, F test, the coefficient of determination test(R2).
Some conclusions can be drawn from the research. Partial test results
show that brand image and customer loyalty have positive and significant effect.
On the other hand, product quality does not have positive and significant effect.
The results of simultaneously test show that brand image, product quality, and
consumer loyalty variables simultaneously influence the purchasing decision. Test
result using the coefficient of determination (R2) shows that 17.9% of the
purchasing decision can be explained from the three independent variables,
namely brand image, product quality, and consumer loyalty. While the remaining
of 82.1% is explained by other causes outside the model (beyond this study).