Image of Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Melalui Citra Merek Pada Produk Mixue Di Kota Pekanbaru
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Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Melalui Citra Merek Pada Produk Mixue Di Kota Pekanbaru

This research aims to determine the direct influence of product quality, service quality and brand image on purchasing decisions for mixue products in Pekanbaru City and to analyze the indirect influence of product quality and service quality on purchasing decisions through brand image of mixue products in Pekanbaru City. The population of this research is the unknown number of mixue consumers in Pekanbaru City with a sample size of 180 respondents. Sampling was carried out using purposive sampling technique. Data analysis in this research was SEM-PLS using SmartPLS 4.0 software. The average respondent's answer to the product quality variable (X1) was found to be 3.87 which was included in the "good" category, in the service quality variable (X2) the result was 3.98 which was included in the "good" category, in the purchasing decision variable (Y) The result was 3.98 which was also included in the "good" category, and the brand image variable (Z) was found to be 3.96 which was also included in the "good" category. The results of this research indicate that product quality and service quality influence purchasing decisions at Mixue in Pekanbaru City. , product quality and service quality influence the brand image of Mixue in Pekanbaru City, brand image influences purchasing decisions at Mixue in Pekanbaru City and brand image is able to mediate product quality and service quality on purchasing decisions.
Keywords: Product Quality, Service Quality, Brand Image, Purchase Decision, Mixue

Ketersediaan
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Perpustakaan Universitas Riau 1902111992
1902111992
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
1902111992
Penerbit
Pekanbaru : Universitas Riau - FEB - Manajemen.,
Deskripsi Fisik
-
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
1902111992
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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