TY  - THES
TI  - PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN CONSUMER TRUST SEBAGAI VARIABEL INTERVENING
(Studi pada Pengguna Sepatu Merek Converse di Kota Depok)
EP  - 117
N1  - Tujuan Penelitian ini adalah mengetahui Pengaruh Brand Image dan Product
Quality terhadap Purchase Decision dengan Consumer Trust sebagai variabel
Intervening. Dalam penelitian ini Brand Image dan Product Quality sebagai
variabel Independen serta Purchase Decision sebagai variabel Dependen.
Penelitian ini menggunakan metode kuantitatif dengan sampel sebanyak 105
Responden. Teknik analisis data dalam penelitian ini menggunakan Structural
Equation Modelling (SEM) dengan menggunakan alat ukur Partial Least Square
(SmartPLS) 4.1.
Hasil penelitian menunjukkan bahwa : (1) Brand Image tidak berpengaruh terhadap
Purchase Decision. (2) Product Quality berpengaruh positif dan signifikan terhadap
Purchase Decision. (3) Brand Image berpengaruh positif dan signifikan terhadap
Purchase Decision. (4) Product Quality berpengaruh positif dan signifikan terhadap
Purchase Decision. (5) Consumer Trust berpengaruh positif dan signifikan terhadap
Purchase Decision. (6) Consumer Trust mampu memediasi Pengaruh Brand Image
terhadap Purchase Decision. (7) Consumer Trust mampu memediasi Pengaruh
Product Quality terhadap Purchase Decision.
UR  - https://eprints.untirta.ac.id/50133/
KW  - Brand Image
KW  -  Product Quality
KW  -  Purchase Decision
KW  -  Consumer Trust.
Brand Image
KW  -  Product Quality
KW  -  Purchase Decision
KW  -  Consumer
Trust.
A1  - Aulia, Muhammad Idzhar
AV  - restricted
M1  - sarjana
N2  - The purpose of this study was to determine the effect of Brand Image and Product Quality on Purchase Decision with Consumer Trust as an Intervening variable. In this study, Brand Image and Product Quality as independent variables and Purchase Decision as the dependent variable.
This research uses quantitative methods with a sample of 105 respondents. The data analysis technique in this study uses Structural Equation Modeling (SEM) using the Partial Least Square (SmartPLS) 4.1 measuring tool.
The results showed that: (1) Brand Image has no effect on Purchase Decision. (2) Product Quality has a positive and significant effect on Purchase Decision. (3) Brand Image has a positive and significant effect on Purchase Decision. (4) Product Quality has a positive and significant effect on Purchase Decision. (5) Consumer Trust has a positive and significant effect on Purchase Decision. (6) Consumer Trust is able to mediate the effect of Brand Image on Purchase Decision. (7) Consumer Trust is able to mediate the effect of Product Quality on Purchase Decision.
Y1  - 2025///
ID  - eprintuntirta50133
PB  - UNIVERSITAS SULTAN AGENG TIRTAYASA
ER  -