Open AccessPENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE NOKIA DENGAN CITRA MEREK SEBAGAI PEMEDIASI
Author(s) -
Dra. I Gusti Agung Ketut Sri Ardani,
I Gusti Agung Ketut Sri Ardani
Publication year - 2018
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i03.p08
Subject(s) - accidental sampling , nonprobability sampling , business , product (mathematics) , mobile phone , advertising , brand image , purchasing , likert scale , quality (philosophy) , purchasing decision , service (business) , service quality , marketing , computer science , mathematics , statistics , telecommunications , population , philosophy , geometry , demography , epistemology , sociology
This study aims to determine the effect of product quality on Nokia mobile phone purchase decision with brand image as mediator. This research was conducted in Denpasar City. The number of samples taken is 99 samples with nonprobability sampling method, especially Accidental sampling or convenience sampling. The data were collected through questionnaires with Likert scale 1-5. The analysis technique used is Partial Least Square (PLS) analysis. The results of the study found that product quality has a significant positive effect on purchasing decision, brand image hasa significant positive effect on purchasing decision, product quality has a significant positive effect on brand image and brand image mediating the effect of product quality on purchasing decision. Companies should conduct market research to make the product or product specifications suitable and suitable to be incorporated in Nokia mobile phone products. In the service, the company must work together with various vendors of Nokia mobile phones both sales and service spare parts, service, and guarantees by multiplying the cooperation with them, with these consumers will easily obtain the services needed.