PENGARUH KUALITAS PRODUK DAN HARGA DIMEDIASI CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MASKER CAMILLE DI SHOPEE

Abstract

The research was a quantitative research with a causal associative approach. While, this research aimed to find out the characteristics of the cause and effect in two independent variables, one dependent variable, and the intervening variable. The analysis method of this research was the path analysis. The technique for collecting the samples was non-probability sampling. In line with that, there were 90 respondents as the samples. This research took the topic about the effect of product quality and price which were mediated by the brand image in the buying decision of Camille masks in Shopee. The result of the data analysis and the discussion in this research was the product quality had significant impacts on the brand image. price gave insignificant impacts on the brand image. In contrast, product quality gave significant impacts on the buying decision of Camille masks in Shopee. On the contrary, price did not give significant impacts in the buying decision. Brand Image has a significant effect on Purchase Decision. Product quality mediated by brand image has a significant effect on purchasing decisions. Price mediated by Brand Image has no significant effect on Purchase Decision.