PENGARUH HARGA, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA SMARTPHONE ADVAN (Studi Pada Mahasiswa Undip Semarang)

Abstract

BSTRACT
Purchase decision is the determination of one or more alternative brands or products which will be
redeemed by the buyer. Purchasing decisions have an indirect impact on the business, which is an indicator
that increases or decreases sales. Purchase decisions are influenced by several variables, namely Price,
Product Quality and Brand Image. The purpose of this study was to determine the significance of the
variables related to purchasing decisions, namely price, product quality, intervening variable BrandImage
on Smartphone Advan productsThe number of respondents used in this research is 100 Diponegoro
University students using judgement sampling methods who are representatives or samples of the young
segment in this research. The method used is SEM quantitative method using SmartPLS through Partial
Least Square technique. The reason for choosing this method is so that this research can be carried out in
depth to analyze problems related to purchasing decisions for Advan smartphone products.The results of
the research show that several variables have significance, especially on product quality which has the
highest significance value, both on brand image and purchasing decisions. while the price variable has no
effect on brand image and has the lowest influence on purchasing decisions. In addition, the brand image
variable can mediate the effect of product quality on purchasing decisions, but cannot mediate the
influence between the price variable and the decision to purchase Advan smartphone products.