Pengaruh Persepsi Harga dan Kualitas Produk terhadap Keputusan Pembelian Silverqueen dengan Brand Image sebagai Mediasi : (Studi Kasus Palangka Raya)

Rina Elvi Sutikno
Selviana Frastika
Nina Lastari
Putri Lastari
Veronica Riani Dewi
Desi Juniarti
Ulfa Sri Wahyuni

Jurnal Manajemen Bisnis Kewirausahaan
Vol. 4 No. 2 (2025): Agustus : Jurnal Manajemen Bisnis Kewirausahaan

This study aims to determine how the influence of Price Perception and Product Quality on SilverQueen Purchasing Decisions with Brand Image as a Mediator of Brand Image (Community Study in Palangka Raya City). The type of research used is quantitative research. This sample was selected with characteristics according to indicators and respondents totaling 100 samples. In this study, an outer model (convergent validity and decriminal validity) and an inner model using the SMARTPLS 4 application were used to process data.