Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Economics and Management Sciences
Radithya Satria Wardhana
Unknown Affiliation
Decision Sciences, Operations Research & Management Social Sciences

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

Found 1 Documents
Search

 1 
The Influence of Product Quality and Brand Image on Shell Fuel Consumers’ Purchasing Decision in Surabaya Radithya Satria Wardhana; Zumrotul Fitriyah
International Journal of Economics and Management Sciences Vol. 2 No. 4 (2025): November : International Journal of Economics and Management Sciences
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijems.v2i4.1063

Abstract

This study aims to identidy and examine how people’s views on product quality and brand image affect their decision to buy Shell fuel in Surabaya City. The study fecoses on three key areas: first, how both product quality perception and brand image together influence purchase decisions; second, how product quality perception alone impacts purchase decisions; and third, how brand image alone affects purchase decisions. The group of people studied are those who buy and use Shell fuel in Surabaya. To select participants, a non-probability sampling method was used, with the criteria that respondents must be at least 17 years old, live in Surabaya, and have purchased Shell fuel. After distributing questionnaires, 100 people met these criteria. The data was analyzed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) with SmartPLS 3.0 software. The findings show that both product quality perception and brand image together have a significant effect on purchase decisions. Individually, product quality perception has a positive and significant impact on purchase decisions, and brand image also shows a positive and significant effect. These results suggest that improving product quality and enhancing brand image can help Shell increase consumer purchase decisions in Surabaya.
Co-Authors Zumrotul Fitriyah