Pengaruh Brand Image dan Kualitas Produkk Terhadap Keputusan Pembelian Melalui Brand Trust Sebagai Variabel Intervening

Pambudi, Rosyta Arum and , Kussudyarsana, S.E., M.Si., Ph.D. (2021) Pengaruh Brand Image dan Kualitas Produkk Terhadap Keputusan Pembelian Melalui Brand Trust Sebagai Variabel Intervening. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image and product quality on purchasing decisions through brand trust as an intervention. The population and sample of this study were 122 users of iPhone in Surakarta. The type of data used in this study is primary data. Methods of data collection using a questionnaire and processed using analysis tools Partial Least Square (PLS) with Smart PLS 3.0 software. The research results show that brand image has no significant effect on brand trust. Brand image has a significant effect on purchasing decisions, brand trust has a significant effect on purchasing decisions, product quality has a significant effect on brand trust, product quality has no significant effect on purchase decisionsPend brand image has no significant effect on purchasing decisions mediated by brand trust, product quality has no significant effect on purchasing decisions. significant towards purchasing decisions mediated by brand trust.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Image, Kualitas Produk, Brand Trust, Keputusan Pembelian
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ROSYTA ARUM PAMBUDI
Date Deposited:	08 May 2021 02:40
Last Modified:	08 May 2021 02:40
URI:	http://eprints.ums.ac.id/id/eprint/91114

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