Silva, Sumar Wati (2021) Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian dengan Dimediasi Variabel Citra Merek (Studi pada Pengguna Masker Sensi di Saat Pandemi Covid-19 di Daerah Istimewa Yogyakarta). Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the effect of price and product quality on purchasing decisions mediated by brand image variables. Samples were taken by non-probability sampling method with purposive sampling technique. The number of samples in this study was 100 people. 100 people are residents of Special Region Yogyakarta who have bought and used Sensi masks during the Covid-19 pandemic. Primary data were collected using a questionnaire. The analysis of this research includes validity test, reliability test, and logistic regression analysis. In this study, Sobel analysis was used to examine the effect of the mediating variable. The results of this study indicate that price has a significant positive effect on purchasing decisions, the price has a significant positive effect on brand image, product quality has a significant positive effect on purchasing decisions, product quality has a significant positive effect on brand image, brand image has a significant positive effect on purchasing decisions, there is a positive influence and significant price on purchasing decisions through brand image, there is a significant positive effect of product quality on purchasing decisions through brand image.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | price, product quality, brand image, purchasing decisions |
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Mr. Harish Munawar |
| Date Deposited: | 21 Mar 2022 07:55 |
| Last Modified: | 21 Mar 2022 07:55 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/149 |
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