Zohir, Muhammad (2024) PENGARUH KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Mie Instan Supermi di Kota Serang). S1 thesis, UNTIRTA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Muhammad Zohir_5551200003_Fulltext.pdf Download (3MB) |
|
Text
Muhammad Zohir_5551200003_CP.pdf Download (2MB) |
|
Text
Muhammad Zohir_5551200003_01.pdf Download (744kB) |
|
Text
Muhammad Zohir_5551200003_02.pdf Download (185kB) |
|
Text
Muhammad Zohir_5551200003_03.pdf Download (212kB) |
|
Text
Muhammad Zohir_5551200003_04.pdf Download (323kB) |
|
Text
Muhammad Zohir_5551200003_05.pdf Download (94kB) |
|
Text
Muhammad Zohir_5551200003_Ref.pdf Download (130kB) |
|
Text
Muhammad Zohir_5551200003_Lamp.pdf Download (601kB) |
Abstract
This study aims to determine the role of Brand Image in mediating between Product Quality and Product Innovation on Purchasing Decisions among Supermi Instant Noodle Consumers in Serang City. The research method used is quantitative with a descriptive approach. Data collection in this research used a questionnaire and literature study. The population in this study were residents of Serang City aged 15-55 years. The number of samples in this study was 180 respondents with purposive sampling. The data analysis method used is Structural Equation Modelling (SEM) with SmartPLS 3.2.9 analysis tools. The results of this study show that: (1) Product quality does not have a significant effect on purchasing decisions. (2) Product innovation has a positive and significant effect on purchasing decisions. (3) Product Quality has a positive and significant effect on Brand Image. (4) Product Innovation has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchasing Decisions. (6) Brand Image is able to mediate the influence of Product Quality on Purchasing Decisions. (7) Brand Image is able to mediate the influence of Product Innovation on Purchasing Decisions. Keywords: Product Quality, Product Innovation, Brand Image, and Purchase Decisions
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran Citra Merek dalam memediasi antara Kualitas Produk dan Inovasi Produk terhadap Keputusan Pembelian pada Konsumen Mie Instan Supermi di Kota Serang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Pengumpulan data dalam penelitian ini menggunakan angket kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah warga Kota Serang berusia 15-55 tahun. Jumlah sampel dalam penelitian ini sebanyak 180 responden dengan penarikan sampel purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunakan software analisis SmartPLS 3.2.9. Hasil penelitian ini menunjukkan bahwa: (1) Kualitas Produk tidak berpengaruh signifikan terhadap Keputusan Pembelian. (2) Inovasi Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (3) Kualitas Produk berpengaruh positif dan signifikan terhadap Citra Merek. (4) Inovasi Produk berpengaruh positif dan signifikan terhadap Citra Merek. (5) Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (6) Citra Merek mampu memediasi pengaruh Kualitas Produk terhadap Keputusan Pembelian. (7) Citra Merek mampu memediasi pengaruh Inovasi Produk terhadap Keputusan Pembelian. Kata Kunci: Kualitas Produk, Inovasi Produk, Citra Merek dan Keputusan Pembelian | |||||||||
| Uncontrolled Keywords: | Kata Kunci: Kualitas Produk, Inovasi Produk, Citra Merek dan Keputusan Pembelian | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HF Commerce |
|||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen | |||||||||
| Depositing User: | Mr Muhammad Zohir | |||||||||
| Date Deposited: | 04 Dec 2024 14:37 | |||||||||
| Last Modified: | 04 Dec 2024 14:37 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44229 |
Actions (login required)
 |
View Item |