DECISION TO PURCHASE FOOM PRODUCTS IN PADANG CITY; THROUGHT THE VARIABLE OF BRAND IMAGE, PACKAGING AND PRODUCT QUALITY

Muhammad Aqil, Kurniawan (2026) DECISION TO PURCHASE FOOM PRODUCTS IN PADANG CITY; THROUGHT THE VARIABLE OF BRAND IMAGE, PACKAGING AND PRODUCT QUALITY. S1 thesis, Universitas Andalasa.

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	Text (Chapter V Closing) Chapter V.pdf - Published Version Download (130kB)
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Abstract

ABSTRACT This study aims to analyze the influence of brand image, packaging, and product quality on purchasing decisions for FOOM products in Padang City. This research is motivated by the increasing growth of the e-cigarette (vape) industry and the high market potential in Indonesia, particularly in Padang City. The research method used was quantitative with an explanatory research approach. Data were collected through questionnaires distributed to respondents who were FOOM product users in Padang City. The sampling technique used was purposive sampling. Data analysis was performed using SEM-PLS (Structural Equation Modeling – Partial Least Squares) to test the relationships between variables. The results showed that: Brand image had a positive and significant effect on purchasing decisions. Packaging had a positive but not significant effect on purchasing decisions. Product quality had a positive but not significant effect on purchasing decisions. Of these three variables, Brand Iamge had the most dominant influence on consumer purchasing decisions. This study implies that companies need to improve product quality, strengthen brand image, and optimize packaging design to increase consumer appeal and trust. Keywords : Brand Image, Packaging, Product Quality, Purchase Deicision

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