BRAND IMAGE MEMEDIASI KUALITAS PRODUK DAN HARGA DENGAN KEPUTUSAN PEMBELIAN SMARTPHONE APPLE DI KOTA DENPASAR
ABSTRACT: The purpose of this
study was to determine the Mediating Role of Brand Image and Perception of
Product Quality Price with Apple Smartphone Product Purchasing Decisions in
Denpasar. This study is associative and do in the city of Denpasar. The sample
in this study amounted to 119 people with sampling.Teknik purposive method of
data analysis is done by using path analysis (path analysis) and Sobel test
with SPSS for windows. The results of this study indicate that the quality of
the product and the price of each positive and significant effect on the brand
image. Brand image, product quality, and price of each positive and significant
impact on purchasing decisions. Brand image positively and significantly
mediate product quality and price with the purchase decision.
KEYWORDS: product quality,
price, brand image and purchase decision
Penulis: Agung Ratih Saraswati,
I Ketut Rahyuda
Kode Jurnal: jpmanajemendd170133
