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All Journal Jurnal SIKAP (Sistem Informasi, Keuangan, Auditing Dan Perpajakan) Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Pengabdian Dharma Laksana Jurnal Wacana Ekonomi Jurnal Industri Pariwisata International Journal of Green Tourism Research and Applications WELFARE Jurnal Ilmu Ekonomi JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Indonesian Journal of Sustainability Accounting and Management Social Agriculture, Food System, and Environmental Sustainability Ash-Shidqu: Jurnal Ekonomi Syariah
Yudawisastra, Helin G.
Universitas Muhammadiyah Bandung
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Journal : JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)

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PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE Madani, Fooza Hasna; Yudawisastra, Helin G; Perwito, Perwito
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 4 No 2 (2025): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v4i2.181

Abstract

This study aims to examine the effect of product quality and brand image on purchase decisions among consumers at the Mixue outlet in Kopo TKI III Bandung branch. Data were collected through questionnaires and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 application. A total of 359 respondents were selected using accidental sampling from consumers who had previously made purchases at the Mixue Kopo TKI III Bandung outlet. The results show that product quality has a significant effect on purchase decisions, as does brand image. Simultaneously, product quality and brand image significantly influence consumers' purchase decisions. The research variables contribute 75.6% to the model, while the remaining variance is influenced by other variables not included in this study.
Co-Authors Alfiana Artarina D. Samoedra Effendi, Kharisya Ayu Jajang Burhanudin Khoirurojak, Mochamad Roihan Layalia, Faza Madani, Fooza Hasna Maulana, Iwan Maulana, Rizkian Merliyana, Reny Dany Mihai Voda Mokhammad Anwar Mostar, Jovito Benhart Ramadhan Mustikasari, Molly Nurfaedah Nurfaedah, Nurfaedah Perwito, Perwito Qoriah, Desi Reny Dany Merliyana Rifainy, Amnila Hanisah Sakina Ichsani Sulaeman R. Nidar Suparjiman Suparjiman Suparjiman, Suparjiman Yeni Andriyani Yeni Andriyani, Yeni Yudi Azis Yuniarti, Yuti