THE EFFECT OF BRAND NAME, PRODUCT QUALITY, AND TOP BRAND LOGO TOWARDS CONSUMER’S PURCHASE DECISION TO RELAXA CANDY

Abstract

This study is motivated by the competition of strong brands with strong support from customers. To ensure their brands survival, the brand owners have to seek an ever greater understanding of what the consumer and customers want and to develop a relationship between them and the brand. The brand strength depends on the extent to which the perceptions are consistent, positive and shared by consumer. The problem of this study is “Are brand name, product quality, and Top Brand logo in Relaxa candy could affect consumer’s purchase decision for Relaxa candy?” The aim of this study is analyze the influences of the third independent variables on consumer’s purchase decision for Relaxa candy. After literature review and hypotheses development, the data was collected by questionnaire method using simple random sampling technique toward 96 respondents that have made purchase decision for Relaxa candy. The populations for this study are the students of President University from batch 2011 to 2013. Data was analyzed by using quantitative analysis. Quantitative analysis consist of validity and reliability tests, classic assumption test, multiple regression analysis, hypotheses testing by t-test and F-test and determination coefficient (R2) analysis. \Adjusted R Square of 0.428 shows that 42.8 percent of Purchase Decision variance is explained by the third independent variables in regression equation, whereas the other 57.2 percent is explained by other variable.