PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI CITRA MEREK DI MR. DIY

  • Achmad Idrus Ma’arif
  • Anindhyta Budiarti

Abstract

The research that the researcher is currently doing uses a causal comparative research using a quantitative
approach. This study aims to determine the characteristics of the problem which is caused and effected by two
independent variables and one intervening variable and the dependent variable. The survey method was used to
obtain data by using a questionnaire as a measuring tool in obtaining a score of answers from respondents who
were used as samples in this study. This study uses a sampling technique is non-probability sampling. The number
of samples used in this study were 100 respondents with the theme of the influence of product quality and service
quality on purchasing decisions mediated by brand image in Mr. DIY BG Junction Surabaya. The results of the
analysis and discussion found that product quality has a significant influence on brand image. Service quality has
a significant influence on brand image. Product quality has a significant influence on purchasing decisions.
Service quality has a significant influence on purchasing decisions. Brand image has a significant influence on
purchasing decisions. Product quality has a significant effect mediated by brand image on purchasing decisions.
Service quality has no significant effect mediated by brand image on purchasing decisions.
Keywords: product quality, service quality, brand image, purchasing decision

Published
2022-06-09