PERAN BRAND IMAGE DALAM MEMEDIASI HUBUNGAN KUALITAS PRODUK DAN KUALITAS PELAYANAN DENGAN KEPUTUSAN PEMBELIAN
| Main Authors: | Suryantari, Ni Luh Putu Pratiwi, Respati, Ni Nyoman Rsi |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2022
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| Online Access: |
https://ojs.unud.ac.id/index.php/manajemen/article/view/72536 https://ojs.unud.ac.id/index.php/manajemen/article/view/72536/43042 |
Daftar Isi:
- Penelitian ini bertujuan untuk menguji pengaruh kualitas produk terhadap keputusan pembelian, pengaruh kualitas produk terhadap brand image, pengaruh brand image terhadap keputusan pembelian, pengaruh kualitas pelayanan terhadap keputusan pembelian, pengaruh kualitas pelayanan terhadap brand image, pengaruh kualitas produk dengan keputusan pembelian melalui brand image sebagai pemediasi, kualitas pelayanan dengan keputusan pembelian melalui brand image sebagai pemediasi. Jumlah sampel sebanyak 150 pelanggan sepeda motor Honda PCX yang berdomisili di Kota Denpasar. Data dikumpulkan melalui peyebaran kuesioner. Teknik analisis yang digunakan adalah analisis jalur. Ditemukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas produk berpengaruh positif dan signifikan terhadap brand image. Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan berpengaruh positif dan signifikan terhadap brand image. Brand image secara signifikan memediasi hubungan antara kualitas produk terhadap keputusan pembelian dan kualitas pelayanan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Kualitas Pelayanan Brand Image, Keputusan Pembelian
- This study aims to examine the effect of product quality on purchasing decisions, the influence of product quality on brand image, the influence of brand image on purchasing decisions, the influence of service quality on purchasing decisions, the influence of service quality on brand image, the effect of product quality on purchasing decisions through brand image as mediation, service quality with purchasing decisions through brand image as mediation. The number of samples is 150 Honda PCX motorcycle customers who live in Denpasar City. Data were collected through distributing questionnaires. The analysis technique used is path analysis. It was found that product quality has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on brand image. Brand image significantly mediates the relationship between product quality on purchasing decisions and service quality on purchasing decisions. Keywords: Product Quality, Brand Image Service Quality, Purchase Decision