Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal International Conference on Digital Advanced Tourism, Management, and Technology
Sri Darsini
Unknown Affiliation
Decision Sciences, Operations Research & Management

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

Found 1 Documents
Search

 1 
The Influence Of Promotion, Product Quality And Product Variety On Purchasing Decisions With Brand Image As An Intervening Variable For Herborist Product : Case Study of Solo Raya Student Sri Darsini; Nur Achmad
International Conference On Digital Advanced Tourism Management And Technology Vol. 1 No. 2 (2023): International Conference on Digital Advanced Tourism, Management, and Technolog
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/ictmt.v1i2.110

Abstract

Using brand image as an intervening variable for Herborist prducts, this study examined the impact of promotion, product quality, and product variety on purchasing decisions, This kind of study employs a quantitative methodology. An online questionnaire is used as part of the data collection tool. With a sample siza of 100, the study’s population consisted of Greater Solo students who used Herborist product. Purposive sampling, which selects samples based on predetermined criteria was the sampling strategy employed in this study. Smart PLS is used for data analysis. The study’s finding show that factors related topromotions, product variety, and quality have a favorable and significant impact on consumers’ decisions to buy. It has not been demonstrated that brand image mediates the impact of promotion on purchase decisions. Product quality can have a positive and significant mediating effect on purchasing decisions throught brand image. Product variations can have a positive and significant impact on purchasing decision variables through the mediation of brand image.
Co-Authors Nur Achmad