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PENGARUH DAYA TARIK IKLAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH DAYA TARIK IKLAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING
 
Creator Yulistiani, Dwiki Erna
Rachma, N
Hufron, M.
 
Description ABSTRACT             This study aims to find out and analyze the attractiveness of advertising, product quality, brand image and purchasing decisions in Sedaap noodle consumers are in the Birowo village. his type of research is Explanatory Research using a quantitative approach. The sample in this study was the villagers of Birowo with an estimated sample of 97 people. Data collection was done by distributing questionnaires. Analysis of the data used in this study using validity, reliability, normality, path analysis, t test and sobel test. The results showed that the attractiveness of advertising had a direct effect on brand image, product quality had a direct effect on brand image, the attractiveness of advertising directly influence purchasing decisions, product quality directly influence purchasing decisions, brand image has a direct effect on purchasing decisions and brand image can mediate the attractiveness of advertising to purchasing decisions also brand image can mediate the product quality to purchasing decisions Keywords: advertising, product quality, brand image, purchasing decicion
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2019-07-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/4447
 
Source Jurnal Ilmiah Riset Manajemen; e Jrm Vol. 8 No. 15 Agustus 2019
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/4447/3975
 
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