CD Skripsi

PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND TRUST SEBAGAI VARIABEL INTERVENING PADA BAN MOBIL MEREK GOODYEAR DI PEKANBARU

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This research was conducted with the aim of finding out the influence
of Brand Image and Product Quality on purchasing decisions through Brand
Trust for Goodyear Brand Car Tires in Pekanbaru City. The population in this
research is all Satria Jaya Tire customers in Pekanbaru City. Sampling in this
study was carried out using a purposive sampling technique using the
Lemeshow formula, so the total sample in this study was 168 respondents.
The data analysis method for this research uses the Structural Equation
Modeling - Partial Least Square (SEM-PLS) analysis method with SmartPLS
software version 4.0.9.2. The research results show that there is a positive
and significant influence between Brand Image on Purchasing Decisions.
There is a positive and significant influence between Product Quality and
Brand Image. There is a positive and significant influence between Brand
Trust and Brand Image. There is a positive and significant influence between
Brand Image on purchasing decisions. There is a positive and significant
influence between product quality on purchasing decisions. There is a
positive and significant influence between Brand Image on purchasing
decisions through Brand Trust. There is a positive and significant influence
between Product Quality on purchasing decisions through Brand Trust.
Keywords: Brand Image, Product Quality, Brand Trust and Purchase
Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902155528

Penerbit

Pekanbaru : Universita Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902155528

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

GUNTUR

Versi lain/terkait

Lampiran Berkas

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