Intannia Feronika Pratamadilla, Helman Fachri

The Effect Of Product Quality, Brand Image, And Price On Purchase Decisions At Roti Laris 18 Bakery & Cake Pontianak

Introduction

The effect of product quality, brand image, and price on purchase decisions at roti laris 18 bakery & cake pontianak. This study analyzes how product quality, brand image, and price influence consumer purchase decisions at Roti Laris 18 Bakery & Cake in Pontianak, offering marketing insights for the competitive baking industry.

Abstract

The bread and cake industry in Pontianak, particularly establishments such as Roti Laris 18, encounters significant rivalry within an expanding market. This research examines the impact of product quality, brand image, and pricing on consumer purchasing choices for Roti Laris 18 Bakery & Cake goods. As customer tastes evolve towards healthier and more sanitary food options, product quality significantly influences purchasing decisions. The study employs an associative methodology, employing purposive sampling to collect data from 100 participants who have purchased items from Roti Laris 18. The study used SPSS 25 software to do multiple linear regression and tests for validity, reliability, normalcy, linearity, and multicollinearity. The hypothesis testing incorporated both simultaneous testing (F-test) and partial testing (T-test). This study's findings indicate that product quality, brand image, and price significantly and positively influence customer buying choices, both collectively and independently. The statistics demonstrate that product quality significantly affects purchase intentions, although brand image and pricing both favorably impact customer decisions. The study's results correspond with current research, indicating that when companies synchronize product quality, brand image, and price tactics, they are more likely to affect purchase patterns and enhance market share. This study offers significant insights for Roti Laris 18 to enhance their marketing efforts. It is advised that the firm persist in prioritizing product quality, enhance its brand image, and maintain competitive pricing to sustain its competitiveness in the swiftly changing baking industry. Future studies may investigate the influence of advertising methods and customer behavior on decision-making in the food business.  

Review

This study meticulously examines the critical factors influencing consumer purchasing decisions at Roti Laris 18 Bakery & Cake Pontianak, a highly relevant topic given the intense competition within the local bread and cake industry. By focusing on product quality, brand image, and price, the research delves into core marketing elements directly impacting consumer choice and market share. The abstract clearly articulates the study's objective, methodology, and key findings, indicating a significant and positive influence of all three variables—collectively and independently—on purchasing decisions. This provides valuable insights into the dynamics of the Pontianak bakery market and offers actionable intelligence for Roti Laris 18. The methodological approach, utilizing an associative design with purposive sampling from 100 participants, appears sound for investigating the relationships between the specified variables. The abstract details the robust statistical analysis employed, including multiple linear regression using SPSS 25, alongside comprehensive checks for validity, reliability, normalcy, linearity, and multicollinearity. This commitment to rigorous statistical testing strengthens the credibility of the findings. The clear presentation of both simultaneous (F-test) and partial (T-test) hypothesis testing further allows for a nuanced understanding of the individual and combined effects of product quality, brand image, and price. The study's practical recommendations for Roti Laris 18 are a direct and useful outcome, emphasizing sustained focus on these critical areas. While the study offers a valuable contribution, the abstract could benefit from providing more detail on the specific operationalization and measurement of "product quality," "brand image," and "price" for enhanced clarity and replicability. Although the findings are robust for Roti Laris 18, the generalizability to broader markets or different types of bakeries might be limited without further comparative analysis. Future research, as suggested by the authors, could indeed explore advertising methods and customer behavior, but also consider mediating or moderating variables (e.g., perceived value, customer satisfaction, word-of-mouth) that could offer a more comprehensive understanding of the purchase decision process in this evolving industry. Additionally, a discussion on the relative *magnitude* of the observed effects, rather than just their significance, would provide deeper strategic insights into which factors deserve the most immediate attention.

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