PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN WORD OF MOUTH SEBAGAI MEDIASI DAN PRODUCT QUALITY SEBAGAI MODERASI (Studi Kasus Pembelian Air Mineral Dalam Kemasan Merek Ades di Kota Cilegon)

Muhammad Akmal, Fakhri (2025) PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN WORD OF MOUTH SEBAGAI MEDIASI DAN PRODUCT QUALITY SEBAGAI MODERASI (Studi Kasus Pembelian Air Mineral Dalam Kemasan Merek Ades di Kota Cilegon). S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

This study aims to determine the effect of brand image (X) on purchase decision (Y) with word of mouth (Z) as an intervening variable and product quality (Z2) as a moderating variable. This study uses a quantitative research method. Data collection is based on library research and questionnaires. The population in this study were all individuals domiciled in Cilegon City over the age of 17 who had purchased Ades at least once. The sample of this study was 126 respondents with convenience sampling. The data analysis method in this study was descriptive statistical analysis and Structural Equation Modeling (SEM) analysis with the SmartPLS 4.0 Professional analysis tool. The results of this study indicate: (1) Brand Image has an influence and is significant on Purchase Decision. (2) Brand Image has an influence and is significant on Word of Mouth. (3) Word of Mouth has no influence and is not significant on Purchase Decision. (4) Word of Mouth does not mediate the relationship between Brand Image and Purchase Decision. (5) Product Quality has an influence and is significant on Purchase Decision. (6) Product Quality does not moderate the relationship between Brand Image and Purchase Decision.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Lutfi, Lutfi	196711032005011001
Thesis advisor	Azie Setya, Yanto	197710072005011002

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh brand image (X) terhadap purchase decision (Y) dengan word of mouth (Z) sebagai variabel intervening dan product quality (Z2) sebagai variabel moderasi. Penelitian ini menggunakan metode penelitian kuantitatif. Pengumpulan data berdasarkan penelitian pustaka dan kuisioner. Populasi dalam penelitian ini adalah semua individu yang berdomisili di Kota Cilegon dengan umur lebih dari 17 tahun yang pernah membeli Ades minimal 1 kali pembelian. Sampel penelitian ini berjumlah 126 responden dengan convenience sampling. Metode analisis data pada penelitian ini adalah analisis statistik deskriptif dan analisis Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.0 Professional. Hasil penelitian ini menunjukkan bahwa: (1) Brand Image berpengaruh dan signifikan terhadap Purchase Decision. (2) Brand Image berpengaruh dan signifikan terhadap Word of Mouth. (3) Word of Mouth tidak berpengaruh dan tidak signifikan terhadap Purchase Decision. (4) Word of Mouth tidak memediasi hubungan Brand Image terhadap Purchase Decision. (5) Product Quality berpengaruh dan signifikan terhadap Purchase Decision. (6) Product Quality tidak memoderasi hubungan Brand Image terhadap Purchase Decision.

Uncontrolled Keywords:

Brand Image, Purchase Decision, Word of Mouth, Product Quality

Subjects:

H Social Sciences > HB Economic Theory

Divisions:

05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
05-Fakultas Ekonomi dan Bisnis

Depositing User:

Fakhri Muhammad Akmal

Date Deposited:

17 Mar 2025 03:37

Last Modified:

17 Mar 2025 03:37

URI:

http://eprints.untirta.ac.id/id/eprint/47087

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