PENGARUH BOIKOT, CITRA MEREK, KUALITAS PRODUK PADA KEPUTUSAN PEMBELIAN PRODUK PT COCA COLA INDONESIA

This study aims to analyze the influence of boycott, brand image, and product quality on purchasing decisions of PT Coca Cola Indonesia products. The phenomenon of boycotting certain products has become a fairly strong social issue in society, so it is important to know whether this action has an impact on consumer behavior. In addition, perceptions of brand image and product quality also influence purchasing decisions amidst the growing boycott issue. This study uses a quantitative approach with a survey method. The population in this study were people who had consumed PT Coca Cola Indonesia products, with a total of 1,260 respondents. The data was processed using SPSS software version 23, through a series of tests, including: validity test, reliability test, classical assumption test including (normality test, multicollinearity, and heteroscedasticity), F test, T test, and multiple linear regression analysis. with the results of Boycott has a negative and significant effect on purchasing decisions, Brand image has a positive and significant effect, and Product quality also has a positive and significant effect on purchasing decisions. Simultaneously, the three variables have a significant effect on purchasing decisions for PT Coca Cola Indonesia products. This finding shows that although boycotts have an effect, the strength of brand image and product quality remain the main considerations in consumer decision making.
Keyword : Boycott, Brand Image, Product Quality, Purchase Decision