THE INFLUENCE OF BRAND IMAGE ON PURCHASING INTEREST IN PACKAGED DRINKING WATER (AMDK) KH-Q PRODUCTS WITH PRODUCT QUALITY AS A MODERATING VARIABLE

Abstract

Bottled Drinking Water Companies (AMDK) are currently experiencing an increase due to people`s dependence on AMDK and making a high level of competition in the market. Because of this, many bottled water company have emerged and competed in the bottled water market. One of the companies that produces bottled water is PT Buya Barokah Kudus with the Kh-Q brand. This product, which is known as a drinking water product with the blessing of the Khataman Al-Qur`an, makes Kh- Q products unique from other AMDK products, so that a brand image or perception is formed in the minds of consumers. Kh-Q also always pays attention to the quality of its products, which is important for AMDK companies to survive in the AMDK market competition. This study aims to determine the effect of brand image and product quality on purhase intention in Kh-Q brand bottled drinking water (AMDK) in Kudus Regency. The sample in this study were 150 respondents, using purposive sampling technique, the data obtained were then analyzed using multiple linear regression analysis methods using the SPSS 25 application: 1) brand image has a positive and significant effect on purchase intention; 2) Product quality has a positive and significant effect on purches intention; 3) The interaction between brand image and product quality can moderate the effect of brand image on purchase intention.