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All Journal JOBS (Jurnal Of Business Studies)
Meydiana - Suryaningtyas
Polines
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science

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Influence of Product Quality and Service Quality on Purchasing Decisions with Brand Image as an Intervening Variable in International Fast Food Franchise Meydiana - Suryaningtyas; Winarto - Winarto; Subandi - Subandi
JOBS (Jurnal Of Business Studies) Vol 8, No 2 (2022): Desember 2022
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/jobs.v8i2.4107

Abstract

This study aims to analyze the influence of product quality and service quality on purchase decision with brand image as intervening variable of fast food franchisee international. There were 100 respondents selected conveniently.  The data collection methods was using questionnaires.  This research uses path analyze with two-stage multiple regression as the analysis method.  Multiple linear regression found that product quality, service quality has a direct effect on purchase decision. Product quality has an indirect effect on purchase decision through brand image. Service quality has an indirect effect on purchase decision through brand image
Co-Authors Subandi - Subandi Winarto - Winarto