Putri Agustin, Aulia (2024) PENGARUH BRAND IMAGE DAN BRAND TRUST DALAM MEMEDIASI HUBUNGAN ANTARA PRODUCT QUALITY TERHADAP PURCHASE DECISION (Studi Pada Konsumen Teh Botol Sosro di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of brand image and brand trust in mediating the relationship between product quality and purchase decisions among Teh Botol Sosro in Tangerang City. This study used a descriptive quantitative method with a descriptive approach with a sample of 119 respondens who had purchased and consumed Teh Botol Sosro in Tangerang City. The data collection used is a questionnaire, observation, and literature study. The analytical method used is SEM-PLS. in detail, the results obtained are product quality has a positive and significant effect on purchase decision, product quality has a positive and significant effect on brand image, product quality has a positive and significant effect on brand trust, brand image has no significant effect on purchase decision, brand image has a positive and significant effect on purchase decision. Brand image is not able to mediate the effect of product quality on purchase decision, and brand trust can partially mediate the effect of product quality on purchase decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menguji pengaruh brand image dan brand trust dalam memediasi hubungan antara product quality terhadap purchase decision pada konsumen Teh Botol Sosro di Kota Tangerang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dengan jumlah sampel 119 responden yang telah membeli dan mengkonsumi Teh Botol Sosro di Kota Tangerang. Pengumpulan data berdasarkan kuesioner, observasi, dan studi literatur. Metode analisis yang digunakan adalah SEM-PLS. secara rinci, hasil penelitian yang didapat adalah product quality berpengaruh positif dan signifikan terhadap purchase decision, product quality berpengaruh positif dan signifikan terhadap brand image, product quality berpengaruh positif dan signifikan terhadap brand trust, brand image tidak berpengaruh signifikan terhadap purchase decision, brand trust bepengaruh positif dan signifikan terhadap purchase decision. Brand image tidak mampu memediasi pengaruh product quality terhadap purchase decision, dan brand trust mampu memediasi pengaruh product quality terhadap purchase decision. | |||||||||
| Uncontrolled Keywords: | Product Quality, Brand Image, Brand Trust, Purchase Decision Kualitas Produk, Citra Merek, Kepercayaan Merek, Keputusan Pembelian | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Aulia Putri Agustin | |||||||||
| Date Deposited: | 04 Jul 2024 11:57 | |||||||||
| Last Modified: | 12 Jul 2024 10:40 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37668 |
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