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All Journal Stability: Journal of Management and Business Martabe : Jurnal Pengabdian Kepada Masyarakat SOLUSI Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Abdimasku : Jurnal Pengabdian Masyarakat Jurnal Ekonomi, Manajemen, dan Akuntansi Universitas Ngudi Waluyo Quantitative Economics and Management Studies Jurnal IPTEK Bagi Masyarakat Jurnal Ilmu Hukum, Humaniora dan Politik (JIHHP) Jurnal Pengabdian Pancasila (JPP) Jurnal IlmiahManajemen, Bisnis dan Ekonomi Kreatif Jurnal REKOMEN (Riset Ekonomi Manajemen) Jurnal RAK (Riset Akuntansi Keuangan) Green Economics Review Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Jurnal Bersama Ilmu Ekonomi
Prianka Ratri Nastiti
Universitas PGRI Semarang
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Physics Public Health Social Sciences Other

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Journal : Jurnal Bersama Ilmu Ekonomi

 1 
Analisis Citra Merek sebagai Variabel Mediasi Antara Persepsi Harga dan Kualitas Produk terhadap Keputusan Pembelian (Studi pada Pengguna Sikat Gigi Pepsodent di Kota Semarang) Yulia Afinta Sari; Shofif Sobaruddin Akbar; Prianka Ratri Nastiti
Jurnal Bersama Ilmu Ekonomi (EKONOM) Vol. 1 No. 3 (2025): Agustus 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/ekonom.v1i3.298

Abstract

This study aims to analyze the effect of price perception and product quality on purchase decisions, with brand image as a mediating variable in the context of Pepsodent toothbrush products in Semarang City. The research adopts a quantitative approach using a survey method. A total of 96 respondents were selected through purposive sampling based on specific criteria. Data were collected via an online questionnaire and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4.0 software. The results indicate that price perception has a positive and significant effect on purchase decisions, while product quality does not have a direct effect on purchase decisions. Brand image has a positive and significant effect on purchase decisions and serves as a mediating variable in the relationship between price perception and product quality toward purchase decisions. These findings reinforce the critical role of brand image in shaping consumer decisions, particularly in the context of Fast Moving Consumer Goods (FMCG) products such as toothbrushes, and emphasize the importance of building a strong brand image to enhance purchase decisions, especially amid intense market competition and shifting consumer preferences. This study provides strategic implications for companies in formulating brand value based marketing policies.
Co-Authors Abdul Karim Anies Nor Kholidah BAYU KURNIAWAN Bayu Kurniawan C. Tri Widiastuti Daffa Arya Dinata Detra Ayu Puspitasari Efriyani Sumastuti Eka Murtiasri Ervina I, Rr Hawik Fatkhul Amin Gultom, Henry Casandra Heri Prabowo Ika Menarianti, Ika Inayatur Rosidah Indriasari, Ika moh haris Noventia Karina Putri Novita Sari Prabasari, Bonita Putri Dewi Lestari Qristin violinda Rita Meiriyanti Rr Hawik Ervina Indiworo Setyorini, Noni Shofif Sobaruddin Akbar Sijabat, Rauly Siti Nur Mahmudah Widiawati, Natasya Yulia Afinta Sari