Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Mie Sedaap dengan Citra Merk sebagai Variabel Mediasi (Studi Kasus Konsumen Mie Sedaap di Kota Semarang)
Total View This Week0
Total View This Week0
Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Noverdianto, Rifky
Subject
HG Finance
Datestamp
2024-03-04 06:39:39
Abstract :
In the current era, people are given many alternative food choices. One of them is instant noodles. Mi Sedaap is one of the noodles consumed by the majority of people. Having the same competitors and selling similar products gives people the possibility to choose other products besides delicious noodles. This could be influenced by differences in product quality and brand image attached to society, which in the end can sway people in determining product purchasing decisions. This research aims to analyze the influence of product quality on purchasing decisions through brand image as a mediating variable. The object of this research is the Semarang city community, numbering 100 people using purposive sampling technique. Data analysis and calculations use the help of Smart PLS software. The research results show that product quality has a positive and significant effect on purchasing decisions for Mie Sedaap in Semarang City. Product quality has a positive and significant effect on the Mi Sedaap Brand Image in Semarang City. Brand image has a positive and significant effect on purchasing decisions for Sedap Noodles in Semarang City. Brand Image is able to mediate Product Quality on Mie Sedaap Purchasing Decisions in Semarang City. Keywords: Product Quality, Brand Image and Purchasing Decisions
In the current era, people are given many alternative food choices. One of them is instant noodles. Mi Sedaap is one of the noodles consumed by the majority of people. Having the same competitors and selling similar products gives people the possibility to choose other products besides delicious noodles. This could be influenced by differences in product quality and brand image attached to society, which in the end can sway people in determining product purchasing decisions. This research aims to analyze the influence of product quality on purchasing decisions through brand image as a mediating variable. The object of this research is the Semarang city community, numbering 100 people using purposive sampling technique. Data analysis and calculations use the help of Smart PLS software. The research results show that product quality has a positive and significant effect on purchasing decisions for Mie Sedaap in Semarang City. Product quality has a positive and significant effect on the Mi Sedaap Brand Image in Semarang City. Brand image has a positive and significant effect on purchasing decisions for Sedap Noodles in Semarang City. Brand Image is able to mediate Product Quality on Mie Sedaap Purchasing Decisions in Semarang City. Keywords: Product Quality, Brand Image and Purchasing Decisions
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
