Pengaruh Kualitas Produk Terhadap Niat Beli Produk Smartphone Samsung S9 Di Surabaya Dengan Citra Merek Sebagai Variabel Mediasi
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Thohir, Berry Pratama
Subject
658 - GENERAL MANAGEMENT
Datestamp
2023-01-31 08:08:00
Abstract :
The increasing need for smartphones among Surabaya residents, especially those of productive age, encourages them to first consider brands before finally deciding which brand to buy. The number of smartphone brands circulating makes manufacturers required to offer competitive products and be able to dominate market share. Therefore, companies must learn the right strategy in increasing the purchase intention of their prospective customers first. This study examines the effect of product quality on the purchase intention of samsung S9 smartphone products in Surabaya with brand image as a mediating variable. The sample in this study is prospective Samsung S9 smartphone consumers in Surabaya. This study used 100 respondents with the Partial Least Square-Structural Equation Modeling (PLS-SEM) test using WarpPLS 6.0. The results of this analysis test show that, product quality has a significant effect on purchase intention, product quality has a significant effect on brand image, brand image has a significant effect on purchase intention, finally brand image partially mediates the relationship between product quality and purchase intention. Keywords : Product Quality, Brand Image, and Purchase Intention.
The increasing need for smartphones among Surabaya residents, especially those of productive age, encourages them to first consider brands before finally deciding which brand to buy. The number of smartphone brands circulating makes manufacturers required to offer competitive products and be able to dominate market share. Therefore, companies must learn the right strategy in increasing the purchase intention of their prospective customers first. This study examines the effect of product quality on the purchase intention of samsung S9 smartphone products in Surabaya with brand image as a mediating variable. The sample in this study is prospective Samsung S9 smartphone consumers in Surabaya. This study used 100 respondents with the Partial Least Square-Structural Equation Modeling (PLS-SEM) test using WarpPLS 6.0. The results of this analysis test show that, product quality has a significant effect on purchase intention, product quality has a significant effect on brand image, brand image has a significant effect on purchase intention, finally brand image partially mediates the relationship between product quality and purchase intention. Keywords : Product Quality, Brand Image, and Purchase Intention.
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