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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Benhart Nainggolan
Sekolah Tinggi Ilmu Ekonomi Bina Karya Tebing Tinggi
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THE INFLUENCE OF BRAND IMAGE ON CONSUMER SATISFACTION WITH PURCHASING DECISIONS AS INTERVENING VARIABLES (Case Study on Students of STIE Bina Karya Kota Tebing Tinggi) Benhart Nainggolan
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 2 No. 4 (2023): January (January-March)
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v2i4.697

Abstract

This study aims to determine " The Influence of Brand Image on Consumer Satisfaction with Purchasing Decisions as Intervening Variables (Case Study on Students of STIE Bina Karya Kota Tebing Tinggi)". The method of determining the sample used in this study is to use a saturated sampling technique of 57 samples which are students of STIE Bina Karya Kota Tebing Tinggi users of Honda Scoppy. Based on the results of the analysis of hypothesis 1, it can be concluded that the first hypothesis is accepted, meaning that the Brand Image variable (X) affects the Purchase Decision variable (Z). Based on the results of the analysis of hypothesis 2, it can be concluded that the second hypothesis is accepted, meaning that the Brand Image variable (X) has no effect on the Consumer Satisfaction variable (Y). Based on the results of the analysis of hypothesis 3, it can be concluded that the third hypothesis is accepted, meaning that the Purchase Decision variable (Z) has an effect on the Consumer Satisfaction variable (Y). Based on the results of the analysis of hypothesis 4, it shows that the indirect effect of Brand Image (X) on Consumer Satisfaction (Y) through Purchase Decision (Z) is accepted rather than the direct influence of Brand Image (X) on Consumer Satisfaction (Y).
THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON PURCHASING DECISIONS WITH CONSUMER TRUST AS AN INTERVENING VARIABLE ON XIAOMI SMARTPHONES (Case Study at Mi Shop Tebing Tinggi City) Benhart Nainggolan; Suwadi
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 3 No. 4 (2024): January (January-March)
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v3i4.1366

Abstract

This study aims to analyze "The Effect Of Brand Image and Product Quality on Purchase Decisions With Consumer Trust As An Intervening Variable on Xiaomi Smartphones (Case Study on Mis Shop Tebing Tinggi City)". Quantitative method with a sample of 60 which is determined by the Slovin formula which is a Mi Shop Tebing Tinggi City Consumer. Based on the results of the analysis of hypothesis 1, it can be concluded that the first hypothesis is accepted, meaning that the Brand Image (X1) has an effect on the Consumer Trust variable (Z). Based on the results of the analysis of hypothesis 2, it can be concluded that the second hypothesis is rejected, meaning that the Product Quality variable (X2) has no effect on the Consumer Trust variable (Z). Based on the results of the analysis of hypothesis 3, it can be concluded that the third hypothesis is accepted, meaning that the Brand Image variable (X1) has an effect on the Purchase Decisions variable (Y). Based on the results of the analysis of hypothesis 4, it can be concluded that the fourth hypothesis is rejected, meaning that the Product Quality variable (X2) has no effect on the Puchase Decisions variable (Y). Based on the results of the analysis of hypothesis 5, it can be concluded that the fifth hypothesis is accepted, meaning that the Consumer Trust variable (Z) has an effect on the Purchase Decisions variable (Y). Based on the results of the analysis of hypothesis 6, it is accepted, meaning that the variable Consumer Trust (Z) can mediate the influence of the Brand Image (X1) on Purchase Decisions (Y). Based on the results of the analysis of hypothesis 7, it is accepted, meaning that the variable Consumer Trust (Z) can mediate the influence of the Product Quality (X2) on Purchase Decisions (Y).
Co-Authors Suwadi