Open AccessPENGARUH KUALITAS PRODUK TERHADAP BRAND IMAGE DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK ALDO SHOES
Author(s) -
Cindy Oktavia Cahayani,
Sutar Sutar
Publication year - 2020
Publication title -
jurnal ekobis/jurnal ekobis
Language(s) - English
Resource type - Journals
eISSN - 2716-3830
pISSN - 2088-219X
DOI - 10.37932/j.e.v10i2.128
Subject(s) - purchasing , brand image , product (mathematics) , quality (philosophy) , advertising , purchasing decision , business , population , sample (material) , intervening variable , structural equation modeling , marketing , business administration , mathematics , statistics , sociology , philosophy , chemistry , geometry , demography , epistemology , chromatography
This study aims to analyze empirical evidence of the effect of product quality on brand image and its impact on purchasing decisions on Aldo Shoes products at Mall Kelapa Gading 2 North Jakarta. Samples obtained as many as 90 respondents, sampling techniques using non-probability sampling, namely sampling techniques that provide equal opportunities for each element (member) of the population to be selected as sample members. Analysis of the data used is Structural Equation Modeling (SEM).The results of this study indicate that product quality on brand image has a positive and significant effect, so that if the quality of the product gets better the brand image will increase. Product quality on purchasing decisions has a positive and significant effect, so that if the quality of the product gets better the purchasing decision will increase. Brand image of purchasing decisions has a positive and significant effect, so that if the brand image of the product is increasingly attached to the minds of consumers, purchasing decisions will increase. And product quality on purchasing decisions through brand image has positive and significant influence.