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Impact of Goods Quality and Advertising on Buying Decision of Gembira Bread Brand

Author

Listed:
  • Rakhmawati Purba
  • Aisyah Siregar
  • Rusmewahni

Abstract

The purpose of this study was to determine the impact of the quality of goods and advertisements on the decision to buy Gembira bread brand. The independent variable of this study consists of the quality of goods and advertisements, while the dependent variable is the buying decision. This research is quantitative descriptive. The research was conducted on the community in the Padang Hilir District, Tebing Tinggi City. The data used are primary data obtained through questionnaire answers from 50 respondents. Data were analyzed using multiple linear regression analysis method. The results showed that the quality of the goods had a significant impact on buying decisions. Likewise, advertising has a significant impact on Buying Decision. For further researchers, it is hoped that they can examine other factors that are not revealed in this study.

Suggested Citation

  • Rakhmawati Purba & Aisyah Siregar & Rusmewahni, 2020. "Impact of Goods Quality and Advertising on Buying Decision of Gembira Bread Brand," Business and Economic Research, Macrothink Institute, vol. 10(4), pages 26-36, December.
    • Handle: RePEc:mth:ber888:v:10:y:2020:i:4:p:26-36
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    More about this item

    Keywords

    Quality of goods; Advertising; Buying decision;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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