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All Journal Sains: Jurnal Manajemen dan Bisnis JBTI : Jurnal Bisnis : Teori dan Implementasi MIX : Jurnal Ilmiah Manajemen Ekonomi-Qu (Jurnal Penelitian Ilmu Ekonomi) Jurnal Tirtayasa Ekonomika (Tirtayasa Economica Journal) Journal of Economic, Bussines and Accounting (COSTING) Jurnal Riset Bisnis dan Manajemen Tirtayasa Journal of Education, Humaniora and Social Sciences (JEHSS) Journal Of Management Science (JMAS) GEMILANG: Jurnal Manajemen dan Strategi Bisnis
Lutfi, Lutfi
Program Pascasarjana Magister Manajemen Universitas Sultan Ageng Tirtayasa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Public Health Social Sciences

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Journal : Jurnal Tirtayasa Ekonomika (Tirtayasa Economica Journal)

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Pengaruh Kualitas Produk Dan Inovasi Produk Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening Zohir, Muhammad; Lutfi, Lutfi; Satyanegara, Diqbal
Tirtayasa Ekonomika Vol 19, No 2 (2024)
Publisher : FEB Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jte.v19i2.29715

Abstract

This study aims to determine the role of Brand Image in mediating between Product Quality and Product Innovation on Purchasing Decisions among Supermi Instant Noodle Consumers in Serang City. The research method used is quantitative with a descriptive approach. The population in this study were residents of Serang City with a sample size of 180 respondents using a purposive sampling technique. The data analysis method used is Structural Equation Modeling (SEM) using SmartPLS 3.2.9 analysis software. The results of this research show that: (1) Product quality does not have a significant effect on purchasing decisions. (2) Product Innovation has a positive and significant effect on Purchasing Decisions. (3) Product Quality has a positive and significant effect on Brand Image. (4) Product Innovation has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchasing Decisions. (6) Brand Image is able to mediate the influence of Product Quality on Purchasing Decisions. (7) Brand Image is able to mediate the influence of Product Innovation on Purchasing Decisions. 
Co-Authors Ade Fitriyatunnisa Akmal, Fakhri Muhammad Asep Supriadi Ayatullah, Ayi Darari, Darari Dedeh Komariah Didit Haryadi Diqbal Satyanegara Djumiyanto, Teddy E R Taufik Fadhila Riyani Putri Hayati Nupus Hendra Hermawan Hidayat, Rohmat Isman, Isman Kambara, Roni Komala, Risma Dwi Liza Mumtazah Damarwulan Liza Mumtazah Damarwulan Maesofhani, Citra Irma Meutia, Meutia Muslim Muslim Nurwendi, Wendi Ramdansyah, Agus David Reza Maulana Ryno Akanoval Sae Amarani Tutuarima Utomo Setiadi, Muhamad Teguh Setya, Yanto Azie Siti Teti Azmah Barat Supartini, Sri Taufik, Edi Rahmat Taufik, ER Wawan Ichwanudin Wawan Prahiawan Wicaksono, Arief Zohir, Muhammad