Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JURNAL LENTERA BISNIS
Andika Bagus Saktiawan
Universitas Muhammadiyah Surakarta
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH CITRA MEREK SMARTPHONE OPPO Andika Bagus Saktiawan; Wiyadi
JURNAL LENTERA BISNIS Vol. 13 No. 2 (2024): JURNAL LENTERA BISNIS, Mei 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i2.1167

Abstract

This study aims to analyze the effect of product quality, price, and promotion on purchasing decisions mediated by brand image. This study uses a survey of 110 students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta who have purchased Oppo smartphones as research objects. The findings of the study indicate that product quality, price, and promotion significantly affect brand image. However, the effect of price on brand image is not significant. In addition, this study reveals that brand image significantly mediates the effect of product quality and promotion on purchasing decisions. These findings emphasize the importance of having a positive brand image in influencing consumer purchasing decisions. The conclusion of this study is that companies should prioritize building a positive brand image and providing high-quality products at attractive prices. By promoting products effectively, companies can influence consumer perceptions and ultimately increase sales. This study provides valuable insights for companies in designing more effective marketing strategies and optimizing factors that influence consumer purchasing decisions.
Co-Authors Wiyadi