Pengaruh Kualitas Produk Dan Inovasi Produk Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening

Zohir, Muhammad (Universitas Sultan Ageng Tirtayasa)
Lutfi, Lutfi (Universitas Sultan Ageng Tirtayasa)
Satyanegara, Diqbal (Universitas Sultan Ageng Tirtayasa)

Jurnal Tirtayasa Ekonomika (Tirtayasa Economica Journal)
Vol 19, No 2 (2024)

This study aims to determine the role of Brand Image in mediating between Product Quality and Product Innovation on Purchasing Decisions among Supermi Instant Noodle Consumers in Serang City. The research method used is quantitative with a descriptive approach. The population in this study were residents of Serang City with a sample size of 180 respondents using a purposive sampling technique. The data analysis method used is Structural Equation Modeling (SEM) using SmartPLS 3.2.9 analysis software. The results of this research show that: (1) Product quality does not have a significant effect on purchasing decisions. (2) Product Innovation has a positive and significant effect on Purchasing Decisions. (3) Product Quality has a positive and significant effect on Brand Image. (4) Product Innovation has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchasing Decisions. (6) Brand Image is able to mediate the influence of Product Quality on Purchasing Decisions. (7) Brand Image is able to mediate the influence of Product Innovation on Purchasing Decisions.