Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Produk T-shirt Erigo

The Influence of Brand Image and Product Quality on Erigo T-shirt Product Purchase Decision

Abstract

The increasingly rapid and competitive development of the Indonesian local fashion industry encourages the Erigo brand to win the competition by building a strong brand image and maintaining product quality. This study aims to determine the influence of brand image and product quality on consumer purchasing decisions for Erigo T-shirt products in the DKI Jakarta area. The study uses a quantitative approach with a survey method. The sample consists of 100 respondents selected using a purposive sampling technique with the criteria of having purchased an Erigo T-shirt, aged 14 – 29 years, and domiciled in DKI Jakarta. Data were collected through a 5-point Likert-sized online questionnaire and analyzed using multiple linear regression through IBM SPSS Statistics version 29. The results of the study indicate that brand image has a positive and significant partial effect on purchasing decisions (t = 3.896; sig. = 0.001). Product quality has a positive and significant partial effect on purchasing decisions (t = 2.913; sig. = 0.004). Simultaneously, both variables had a positive and significant effect (F = 33.970; sig. = 0.001) with an Adjusted R Square value of 41.2%. This research provides strategic implications for Erigo to integrate brand image strengthening and consistent product quality improvements to improve consumer purchasing decisions.