MODERASI CITRA MEREK ATAS PENGARUH HARGA PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SMARTPHONE XIAOMI

  • Erlin Iriani
  • Nur Aida
Keywords: Citra Merek, Kualitas Produk, Kepuasan Pembelian, Harga

Abstract

Abstrak: The research objective is to determine the effect of price, product quality on purchasing decisions with a brand image as a moderating variable. The study population is Xiaomi users, 54 samples with the technique of taking using purpose sampling. The data collected by spreading questioner. From the validity and reliability test, it is obtained that all items of a statement are valid and reliable including all classical assumptions fulfilled. The influence of price and product quality simultaneously influence Xiaomi's purchasing decisions. T-test obtained output where the price does not have a significant effect on purchasing decisions and product quality has a positive and significant effect on Xiaomi purchasing decisions. the moderating analysis obtained data where the brand image is not a moderating variable for the relationship between price and purchasing decisions also the brand image is not a moderating variable between product quality on purchasing decisions

Published
2019-10-23