PENGARUH PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING ( STUDI PADA KOPI KENANGAN CABANG MANUKAN, SURABAYA )

Abstract

This research aimed to examine the effect of promotion and quality product on purchasing decisions Kopi Kenangan, the branch of Manukan in Surabaya; with the brand image as an intervening variable. The research was descriptive-quantitative. The data collection technique used non-probability sampling. The instrument of data collection technique questionnaires. In line with that, there were 100 samples. Furthermore, the data analysis technique used Partial Least Square (PLS) with SmartPLS 3.0. The result concluded that promotion had a significantly positive effect on purchasing decisions. Likewise, product quality had a significantly positive effect on purchasing decisions. Additionally, the promotion had a significantly positive effect on brand image. Similarly, product quality had a significantly positive effect on brand image. In addition, the brand image had a significantly positive effect on purchasing decisions. Promotion and product quality had a significantly positive effect on purchasing decisions of Kopi Kenangan, the branch Manukan in Surabaya; with the brand image as an intervening variable. In brief, promotion, as well as product quality, had indirectly significant; which were mediated by brand image.