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 Advanced Research in Social Studies
Ogi Rifansyah
Politeknik Negeri Sriwijaya
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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

Found 1 Documents
Search

 1 
The Influence of Brand Image and Product Quality on the Decision to Buy Suzuki Ertiga Brand MPV Cars in Riau Ogi Rifansyah; Frini Karina Andini; Achmad Fajri Febrian; Bertliussaza
International Journal of Advanced Research in Social Studies Vol. 5 No. 1 (2026): International Journal of Advanced Research in Social Studies
Publisher : Department of Business Administration Politeknik Negeri Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19465470

Abstract

This study aims to analyze the influence of brand image and product quality on Suzuki Ertiga car purchase decisions. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) version 4 method. Data was collected through a questionnaire on consumers who had bought a Suzuki Ertiga car in Riau. The results of the analysis show that brand image and product quality have a positive and significant effect on purchase decisions. Brand image creates a positive perception in the minds of consumers, while product quality increases consumer confidence in the product. The R-square value of 0.574 indicates that 57.4% of the purchase decision variables can be explained by brand image and product quality. These findings can be the basis for companies to develop marketing strategies based on brand image and product excellence.
Co-Authors Achmad Fajri Febrian Bertliussaza FRINI KARINA ANDINI