The Influence of Brand Image, and Product Quality on Purchase Decision

Rihayana, I Gede; Salain, Putu Pradiva Putra; Rismawan, Putu Agus Eka; Antari, Ni Komang Mega

doi:10.35409/ijbmer.2021.3345

Cited by 7 publications

(3 citation statements)

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“…In research conducted by Widiastiti et al, (2020); Murdapa (2020) found that purchase decisions are positively and significantly influenced by product quality. Further research conducted by Kanya & Adilla, (2022); Angreni et al, (2022) found that product quality has a positive and significant influence on purchase decisions, in line with this in research, Rihayana et al, (2022) found results that product quality and brand image have a positive and significant effect on purchasing decisions. Based on the description that has been presented, the hypothesis proposed is as follows:…”

Section: Effect Of Product Quality On Purchase Decisionsupporting

confidence: 67%

Brand Image Mediates Product Quality and Electronic Word of Mouth Towards Purchase Decision

Marwida,

Wijaya,

Ida Ayu Putu

2023

Jurnal Ekonomi & Bisnis JAGADITHA

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The purpose of this research was to identify and analyze the role of Brand Image in mediating Product Quality and Electronic Word of Mouth on Purchase Decisions at Taman Prakerti Bhuana consumers. The research population is consumers of Taman Prakerti Bhuana whose number is unknown. The sampling technique used was purposive sampling with 102 respondents. The research instruments used were questionnaires, observation, interviews and literature and analysis methods used were descriptive analysis and inferential analysis with Structural Equation Model-Partial Least Square (SEM-PLS) analysis. The results of the research show that product quality, eWOM and brand image have a positive and significant effect on purchase decision, product quality and eWOM have a positive and significant effect on brand image, brand image can positively and significantly mediate the effect of product quality and eWOM on purchase decision. The implication of the research is for Prakerti Bhuana Park to provide the best service as much as possible so that product quality and eWOM are still perceived very well by consumers so that it will have implications for increasing purchase decisions at Prakerti Bhuana Park. Researchers suggest to Prakerti Bhuana Park to be able to evaluate and innovate in efforts to increase product quality and eWOM so that it has implications for increasing consumer purchase decisions.

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Section: Effect Of Product Quality On Purchase Decisionsupporting

confidence: 67%

Brand Image Mediates Product Quality and Electronic Word of Mouth Towards Purchase Decision

Marwida,

Wijaya,

Ida Ayu Putu

2023

Jurnal Ekonomi & Bisnis JAGADITHA

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“…The perspective of the general public, a product's brand image determines how likely consumers make decisions about whether or not to purchase it. Rihayana et al (2022) demonstrates that brand image significantly influences buying choices, and the research by Kausuhe et al (2021) which in contrast to the data. It demonstrates that the brand image has an impact on purchasing decisions (Jalilvand & Samiei, 2012).…”

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confidence: 50%

The Role of Celebrity Endorser, Product Attractiveness in Improving Brand Image

Mardiyono,

Soesanto

2023

JMP

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The purpose of this study is to develop the concept of celebrity endorsers, and product attractiveness to purchasing decisions with brand image as an intervening variable. A sample of 137 respondents consisted of fashion blazer owners in the city of Semarang. Retrieval of data by purposive random sampling method. The analysis tool uses Structural Equation Modeling with the application of the Moment of Structural Analysis program version 21. The findings of this study, the influence of celebrity endorsers, product attractiveness, and brand perception in a favorable and significant way. Celebrity endorsers, product attractiveness, and brand perception affect purchasing decisions in a positive and significant way.

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“…Beberapa penelitian terdahulu dari Qiana dan Lego (2021), Rihayana et al (2022), dan Hidayat et al (2020) menyatakan bahwa terdapat pengaruh citra merek dan kualitas produk terhadap keputusan pembelian. Selain itu, fenomena mengenai pengaruh kualitas produk masker merek Sensi di Borma Toserba Cijerah yang peneliti teliti melalui prasurvei, menyatakan bahwa 15 dari 20 pembeli masker merek Sensi membeli karena kualitas produk tersebut.…”

Section: Pendahuluanunclassified

Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Masker Merek Sensi Di Borma Toserba Cijerah Kota Bandung

Shintiani¹,

Sulaesih²,

Merlina³

2023

MANNERS (Management and Entrepreneurship Journal)

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The purpose of this research is to determine the effect of Brand Image and ProductQuality on Purchase Decisions for Sensi Mask Products at BormaToserbaCijerah. Sensi mask reaches the highest selling mask products based on the data’spercentage of mask sales in BormaToserbaCijerah. This researchmethod uses a quantitative approach with multiple linear regression analysis. Thesource of this research uses primary data. The data collection uses aquestionnaire. The samplesfrom this research are about 100 consumers using purposivesampling technique. The test results are hypothesized to show that Brand Imageand Product Quality have a significant influence either partially orsimultaneously on the Purchase Decision of Sensi Mask Products. For further research, it is expected to be able to examine other variables such as price, Brand Ambassador, promotions, consumer buying interest, therefore it may be easier to obtain varied results that can influence purchasing decisions. Keywords:Brand Image, Purchase Decision, Product Quality

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The Influence of Brand Image, and Product Quality on Purchase Decision

Cited by 7 publications

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Brand Image Mediates Product Quality and Electronic Word of Mouth Towards Purchase Decision

Brand Image Mediates Product Quality and Electronic Word of Mouth Towards Purchase Decision

The Role of Celebrity Endorser, Product Attractiveness in Improving Brand Image

Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Masker Merek Sensi Di Borma Toserba Cijerah Kota Bandung

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