PENGARUH PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MERK PADA INDUSTRI KANOPI DI SEMARANG

Saputro, Oktavianus Heri (2026) PENGARUH PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MERK PADA INDUSTRI KANOPI DI SEMARANG. Thesis thesis, Universitas BPD.

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Abstract

This research aims to analyze and explain the influence of promotion and product quality on purchasing decisions, with brand image as a mediating variable in the canopy industry in Semarang. The study adopts the Stimulus-Organism-Response (SOR) theory as its theoretical framework, where promotion and product quality serve as the Stimulus, brand image acts as the Organism, and the purchasing decision represents the Response. This study employs a quantitative approach with an explanatory design. The population consists of consumers who have utilized services or purchased canopy products in the Semarang region. The sampling was conducted using a non-probability sampling method. Data were collected via questionnaires that had undergone validity and reliability testing, and subsequently analyzed using Structural Equation Modeling (SEM) or path analysis. The results indicate that product quality has a positive and significant effect on brand image, and brand image significantly mediates the relationship between product quality and purchasing decisions. In contrast, promotion does not have a significant effect on purchasing decisions, and brand image does not mediate the relationship between promotion and purchasing decisions. These findings emphasize that to increase sales in the light construction industry, such as the canopy sector, companies must not only be aggressive in their promotions and maintain quality but also succeed in building a strong reputation or brand image in the eyes of consumers.

Item Type:	Thesis (Thesis)
Additional Information:	Penelitian ini bertujuan untuk menganalisis dan menjelaskan pengaruh promosi dan kualitas produk terhadap keputusan pembelian, dengan citra merek sebagai variabel mediasi pada industri kanopi di Semarang. Pendekatan teori yang digunakan dalam penelitian ini adalah teori Stimulus-Organism-Response (SOR), di mana promosi dan kualitas produk bertindak sebagai Stimulus, citra merek sebagai Organism, dan keputusan pembelian sebagai Response. Metode penelitian yang digunakan adalah kuantitatif dengan desain eksplanatori. Populasi dalam penelitian ini adalah konsumen yang telah menggunakan jasa atau membeli produk kanopi di wilayah Semarang. Teknik pengambilan sampel dilakukan dengan metode non-probability sampling. Data dikumpulkan melalui kuesioner yang telah diuji validitas dan reliabilitasnya, kemudian dianalisis menggunakan Structural Equation Modeling (SEM) atau analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap citra merek dan citra merk memediasi secara signifikan pada kualitas produk dan keputusan pembelian. Sedangkan promosi tidak berpengaruh signifikan terhadap keputusan pembelian dan citra merk tidak memediasi pada promosi terhadap keputusan pembelian. Temuan ini menegaskan bahwa untuk meningkatkan penjualan di industri konstruksi ringan seperti kanopi, perusahaan tidak hanya harus gencar berpromosi dan menjaga kualitas, tetapi juga harus mampu membangun reputasi atau citra merek yang kuat di mata konsumen.
Uncontrolled Keywords:	Promotion, Product Quality, Brand Image, Purchasing Decision, SOR Theory, Canopy Industry.
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	14 Mar 2026 01:38
Last Modified:	14 Mar 2026 01:38
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3043

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