PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI BANDING TERHADAP KONSUMEN MIE SEDAAP DAN INDOMIE)

ABSTRACT Kartika Lestari Handayani, 2015; The Influence of Brand Image and Product Quality Toward purchase decision (Comparison Between Indomie and Mie Sedaap consumen).Skripsi, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory: Dr. Mohamad Rizan, SE, MM & Agung Kresnamurti RP, ST, MM The purpose of this research are: 1)To know the description of purchase decision, brand image and product quality of consumen of Indomie and consumen of Mie Sedaap, 2) test empirically the influence of brand image toward purchase decision of consumen of Indomie and consumen of Mie Sedaap , 3) test empirically the influence of product quality toward purchase decision of consumen of Indomie and consumen of Mie Sedaap, 4) test empirically the influence of brand image and product quality toward purchase decision of consumen of Indomie and consumen of Mie Sedaap. Object of the research consist of 110 respondent that already be a comsumen of Indomie and Mie Sedaap. The hypothesis test shows: 1) there is significant influence from brand image and product quality toward purchase decision (Indomie: 59,5%; Mie Sedaap: 8,6%). Keywords: brand image, product quality, purchase decision, mie instan