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All Journal DEMAnD
Alfredo Kusuma
UIN Raden Intan Lampung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Pengaruh Citra Merek, Diskon dan Kelengkapan Produk terhadap Keputusan Pembelian Aulia Rosmaniar; Riki Wandoyo; Alfredo Kusuma; Vicky F Sanjaya
Digital Economic, Management and Accounting Knowledge Development (DEMAnD) Vol 2 No 2 (2020): December 2020
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi PGRI Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46757/demand.v2i2.114

Abstract

This study aims to determine whether there is an effect of brand image and product completeness on purchasing decisions at Chandra Supermarkets. The research sample was 99 respondents. The method used in research with a questionnaire. Statistical tests were performed using PLS-based Structural Equation Modeling. The validity test uses the loading factor value, while the reliability uses the Cronbach's alpha value, composite reliability and Average Variance Extracted (AVE). The results of the study show that the image variable has a positive but not significant effect on purchasing decisions, the variable has a positive and significant effect on the purchasing decision variable, and the product completeness variable has a positive and significant effect on purchasing decisions buying decision.
Co-Authors Aulia Rosmaniar Riki Wandoyo Vicky F Sanjaya