BRAND IMAGE, KUALITAS PRODUK, MINAT BELI DAN KEPUTUSAN PEMBELIAN

Authors

  • Ogi Rifansyah, Okta Karneli, Meyzi Heriyanto Fakultas Ilmu Sosial dan Politik Universitas Riau

DOI:

https://doi.org/10.46730/jiana.v17i2.7892

Keywords:

brand image, product quality, buying interest and purchasing decisions

Abstract

Brand Image, Product Quality, Purchase Interests and Purchasing Decisions. The
purpose of this study is to determine the brand image, product quality, buying interest and
purchasing decisions. The number of respondents as many as 90 people were randomly drawn
from the population. Data collection techniques are questionnaires from the results of data analysis
which include outer models, convergent validity, discriminant validity, composite reliability,
average variance extracted, and inner models show that brand image and product quality have an
influence on buying interest and purchasing decisions for MPV types of Suzuki brands. Ertiga at
PT. Sejahtera Buana Trada Pekanbaru with a value of 0.75 means that the i nfluence of brand
image variables and product quality on buying interest and purchasing decisions is 75%. The
results of hypothesis testing found that the f-count is greater than the f-table which means that Ha
is accepted.

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Published

2019-07-06

Issue

Vol. 17 No. 2 (2019)

Section

Articles

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