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Pengaruh Harga , Kualitas Produk, Citra Merek Terhadap Keputusan pembelian. Dengan Kepercayaan Konsumen Sebagai Variabel Mediasi : Studi kasus Pada Konsumen Tupperware di Jakarta

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This study aims to determine the effect of price, product quality, brand image on purchasing decisions for Tupperware consumers in Jakarta mediated by consumer trust.
The primary data used is in the form of responses to the Buying Decision of Tupperware consumers in Jakarta Mediated by Consumer Trust regarding Price, Product Quality, and Brand Image which were obtained through distributing questionnaires. The research population is Tupperware consumers in Jakarta. A sample of 100 people is taken by convenience sampling. Data were analyzed using PLS based SEM.
The results showed that the product quality and brand image variables had an effect on consumer trust, the consumer trust variable had an effect on purchasing decisions, while the price, product quality and brand image variables had no effect on purchasing decisions and the price variable had no effect on consumer trust and purchase decisions.
In addition, it is proven that consumer trust is able to mediate the relationship between product quality and purchasing decisions, and consumer trust is also able to mediate the relationship between brand image and purchasing decisions, while consumer trust is not able to mediate price and purchasing decisions

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Ketersediaan

TES23/043

TES 23/043

Prodi Magister Manajemen

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

TES 23/043

Penerbit

Jakarta : Universitas Trilogi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

TES

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Nur Syiffa Arrahma

Versi lain/terkait

Lampiran Berkas

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