Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Mie Sedaap dengan Citra Merk sebagai Variabel Mediasi (Studi Kasus Konsumen Mie Sedaap di Kota Semarang)

Noverdianto, Rifky (2024) Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Mie Sedaap dengan Citra Merk sebagai Variabel Mediasi (Studi Kasus Konsumen Mie Sedaap di Kota Semarang). Other thesis, STIE Bank BPD Jateng.

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Abstract

In the current era, people are given many alternative food choices. One of them is instant noodles. Mi Sedaap is one of the noodles consumed by the majority of people. Having the same competitors and selling similar products gives people the possibility to choose other products besides delicious noodles. This could be influenced by differences in product quality and brand image attached to society, which in the end can sway people in determining product purchasing decisions. This research aims to analyze the influence of product quality on purchasing decisions through brand image as a mediating variable. The object of this research is the Semarang city community, numbering 100 people using purposive sampling technique. Data analysis and calculations use the help of Smart PLS software. The research results show that product quality has a positive and significant effect on purchasing decisions for Mie Sedaap in Semarang City. Product quality has a positive and significant effect on the Mi Sedaap Brand Image in Semarang City. Brand image has a positive and significant effect on purchasing decisions for Sedap Noodles in Semarang City. Brand Image is able to mediate Product Quality on Mie Sedaap Purchasing Decisions in Semarang City. Keywords: Product Quality, Brand Image and Purchasing Decisions

Item Type: Thesis (Other)
Additional Information: Di era saat ini masyarakat diberikan banyak pilihan makanan alternatif. Salah satunya adalah mie instan . Produk mie sedap menjadi salah satu mie yang dikonsumsi oleh sebagian besar masyarakat.. Dengan adanya pesaing yang sama dan menjual produk serupa memberikan kemungkinan pada mesayarakat untuk memilih produk lain selain mie sedap. Hal tersebut bisa saja diperngaruhi oleh perbedaan kualitas produk dan citra merk yang melekat pada masyarakat yang hingga pada akhirnya dapat menggoyahkan masyarakat untuk menentukan keputusan pembelian produk. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk terhadap Keputusan pembelian melalui citra merk sebagai variable mediasi. Objek penelitian ini yaitu Masyarakat kota semarang yang berjumlah 100 orang dengan menggunakan Teknik purposive sampling. Analisis dan perhitungan data memnggunakan bantuan softwere Smart PLS. Hasil penelitian menunjukan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Mie Sedaap di Kota Semarang. Kualitas Produk berpengaruh secara positif dan signifikan terhadap Citra Merk Mi Sedaap di Kota Semarang. Citra Merk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Mie Sedap di Kota Semarang. Citra Merk mampu memediasi Kualitas Produk terhadap Keputusan Pembelian Mie Sedaap di Kota Semarang. Kata kunci :Kualitas Produk, Citra Merk dan Keputusan Pembelian
Uncontrolled Keywords: In the current era, people are given many alternative food choices. One of them is instant noodles. Mi Sedaap is one of the noodles consumed by the majority of people. Having the same competitors and selling similar products gives people the possibility to choose other products besides delicious noodles. This could be influenced by differences in product quality and brand image attached to society, which in the end can sway people in determining product purchasing decisions. This research aims to analyze the influence of product quality on purchasing decisions through brand image as a mediating variable. The object of this research is the Semarang city community, numbering 100 people using purposive sampling technique. Data analysis and calculations use the help of Smart PLS software. The research results show that product quality has a positive and significant effect on purchasing decisions for Mie Sedaap in Semarang City. Product quality has a positive and significant effect on the Mi Sedaap Brand Image in Semarang City. Brand image has a positive and significant effect on purchasing decisions for Sedap Noodles in Semarang City. Brand Image is able to mediate Product Quality on Mie Sedaap Purchasing Decisions in Semarang City.Keywords: Product Quality, Brand Image and Purchasing Decisions
Subjects: H Social Sciences > HG Finance
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Wisudawan S1
Date Deposited: 04 Mar 2024 06:39
Last Modified: 04 Mar 2024 06:39
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1819

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