Analisis Pengaruh Product Quality Dan Gaya Hidup Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Mie Gacoan Di Surakarta )

Mawardy, Rozak Nauf and , Dra. Wuryaningsih Dwi Lestari, M.M (2023) Analisis Pengaruh Product Quality Dan Gaya Hidup Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Mie Gacoan Di Surakarta ). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The image of gacoan noodles that have good product quality makes people trust gacoan noodles. Not forgetting other factors such as affordable prices for all people and varied food and drinks that can attract consumers to try all menus. This is based on the continued increase in consumers of Gacoan noodles from the Solo Baru branch every day. It can be concluded that the influence of lifestyle, brand image and product quality can influence consumers in making purchases of new solo gacoan noodle products. From this research, it shows that the greater the brand image, the higher the purchase decision for a product. This research is a quantitative research. The data used in this research is primary data. Primary data is data that comes from a questionnaire or can be called a questionnaire that is distributed to respondents and the results of interviews conducted with respondents. This study uses multiple linear regression analysis to see whether there is an influence between product quality, lifestyle, brand image on decisions. The results of this study that there is a positive influence between Product Quality on Brand Image, there is a positive influence between Lifestyle on Brand Image, there is a positive influence between Product Quality on Purchasing Decisions, there is no influence between Lifestyle on Purchase Decisions, there is a positive influence between Brand Image on Purchasing Decisions, namely the mediating role of Brand Image on the influence of Product Quality on Purchasing Decisions and the mediating role of Brand Image on the influence of Lifestyle on Purchasing Decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Quality, Purchase Decision, Lifestyle Gaya, Brand image
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ROZAK NAUF MAWARDY
Date Deposited:	24 May 2023 07:16
Last Modified:	24 May 2023 07:16
URI:	http://eprints.ums.ac.id/id/eprint/113057

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