Influence of Purchase Decision: Analysis of Logo, Product Quality and Company Image

: The Literature Review article on the Effect of Purchasing Decisions: Logo Analysis, Product Quality and Corporate Image is a scientific article that aims to build a research hypothesis on the influence between variables that will be used in further research, within the scope of Marketing Management. The method of writing this Literture Review article is using the library research method, which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this study are: 1) Logo has an effect on Purchase Decisions; 2) Product Quality has an effect on Purchase Decisions; and 3) Company Image has an effect on Purchase Decision. Apart from these 3 exogenous variables that affect endogenous variables, there are many other factors including the variable.


INTRODUCTION
As a business actor or company, of course, they expect the sale of their products or services to be of interest to consumers. With these sales, it is able to bring benefits that are beneficial for employees and company operations. Of course, someone does not immediately decide to buy the products or services that we offer. There are various factors that determine someone to make a purchase. In this study these factors are: Logo, Product Quality and Company Image. In some products, the logo is one of the things that stands out and is often displayed in the product design. For consumers who have high loyalty to the brand, of course the existence of a logo on the product is not a problem, but for consumers who have different tastes, of course the existence of the logo will be a factor in determining purchasing decisions.

RESEARCH METHODS
The method of writing scientific articles is the qualitative method and literature review (Library Research). Assessing theory and the relationship or influence between variables from books and journals both offline in the library and online sourced from Mendeley, Google Scholar and other online media.
In qualitative research, literature review must be used consistently with methodological assumptions. This means that it must be used inductively so that it does not direct the questions posed by the researcher. One of the main reasons for conducting qualitative research is that the research is exploratory, (Ali & Limakrisna, 2013). In the next stage, it will be discussed in depth in the section entitled "Related literature" or "library review" (Review literature), as the basis for formulating hypotheses and in the final stage these two literatures become the basis for making comparisons with the results and findings. -findings revealed in research (Ali, H., & Limakrisna, 2013).

DISCUSSION
Based on the theoretical study and relevant previous research tables, the following discussion is discussed:

Influence of Logo on Purchase Decision.
If this Logo can be implemented and applied properly to a product or company logo, according to the indicators, namely: 1) Original and distinctive; 2) legible; 3) Simple; 4) Easy to remember; 5) Easy to be associated with the company; and 6) Easily adaptable in various graphic media, it will affect the consumer's purchase decision. With an attractive and memorable logo, it makes it easier for consumers to find the product they need. The appearance of the logo will also attract consumers in determining purchasing decisions, for example a logo placed on a garment, if the logo you have is not attractive, then consumers will discourage their intention to make a purchase and vice versa (Sudiantini & Saputra, 2022).

Influence of Product Knowledge on Purchase Decision
If a product has good quality, it will certainly affect consumers in determining purchasing decisions. With good product quality, of course, a product has a period of use, age of use, and good resistance. For this reason, consumers really consider product quality before buying a product (Saputra & Mahaputra, 2022c).

Influence of Company Image on Purchase Decision
If a company has a good performance, it will affect its image. Company image is a benchmark in seeing the good or bad of the company. Companies with a good image of course whatever they do will be judged good and vice versa. Consumers will prefer products offered by companies with a good image, because they are considered to have good product quality.

CONCLUSION AND RECOMMENDATION Conclusion
Based on the problem formulation, theoretical study and discussion above, the researcher can conclude hypotheses for further research, namely: