Varid Rachmat Rivaldo, Varid (2023) PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Konsumen Produk Batik Banten pada PT. Batik Banten Mukarnas di Kota Serang Provinsi Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study was to determine the effect of product quality and brand image on purchasing decisions, the effect of product quality on brand image and brand image mediating the effect of product quality on purchasing decisions on Batik Banten products. The research method uses quantitative methods. The research design used a causal design. The data collection technique was carried out by distributing questionnaires with a sample of 100 respondents using accidental sampling technique using the Ferdinand formula. Data analysis used statistical testing with the statistical program Smart PLS Version 3 For Student. The results showed that: (1) product quality had an effect on purchasing decisions, (2) product quality had an effect on brand image, (3) brand image had an effect on purchasing decisions, and (4) brand image did not mediate the influence of product quality on purchasing decisions. Keyword : Purchase Decision, Product Quality, Brand Image, Batik Banten.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan penelitian ini untuk mengetahui pengaruh kualitas produk dan citra merek terhadap keputusan pembelian, pengaruh kualitas produk terhadap citra merek dan citra merek memediasi pengaruh kualitas produk terhadap keputusan pembelian pada produk Batik Banten. Metode penelitian menggunakan metode kuantitatif. Desain penelitian menggunakan desain kausal. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner dengan jumlah sampel sebanyak 100 responden dengan teknik accidental sampling dengan rumus Ferdinand. Analisis data menggunakan pengujian statistik dengan program statistik Smart PLS Versi 3 For Student. Hasil penelitian menunjukkan bahwa : (1) kualitas produk berpengaruh terhadap keputusan pembelian, (2) kualitas produk berpengaruh terhadap citra merek, (3) citra merek berpengaruh terhadap keputusan pembelian, dan (4) citra merek tidak memediasi pengaruh kualitas produk terhadap keputusan pembelian. Kata Kunci : Keputusan Pembelian, Kualitas Produk, Citra Merek, Batik Banten. | |||||||||
| Uncontrolled Keywords: | Keyword : Purchase Decision, Product Quality, Brand Image, Batik Banten Kata Kunci : Keputusan Pembelian, Kualitas Produk, Citra Merek, Batik Banten. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Varid Rachmat Rivaldo | |||||||||
| Date Deposited: | 11 Apr 2023 11:01 | |||||||||
| Last Modified: | 11 Apr 2023 11:01 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/23212 |
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