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
DOI:
https://doi.org/10.56910/ictmt.v1i2.110Keywords:
Promotion, Product Quality, Product Variety, Purchase Decision, Brand ImageAbstract
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.
References
Achmad, N. (2022). Workshop Statistick Milenial. Jasmine.
Anuraga. (2015). Pengaruh Produk, Harga, Promosi, dan Merek terhadap Keputusan Pembelian Ulang. Jurnal Riset Manajemen, 4(10), 118.
Dewi Setyorini, G. R. (2021). Pengaruh Produk, Influencer dan Strategi Pengaruh Promosi media Sosial Terhadap Keputusan pembelian Herborist. Journal Doktor Manajemen, 78-87.
Ghozali. (2008). Structural Equation Modeling Metode Alternatif dengan Partial Least Square. Semarang: Badan Penerbit Undip.
Haikal Aulia R, A. S. (2019). The Effect of Promotion and Product Quality Through Purchase Decision On The Customer Satisfaction og Bohemian PROJECT.ID Products. International Journal of Enginering Technologies and Management Research, 55-72.
Ni Made Dwi S, I. (2019). Peran Brand Image Dalam Memediasi Pengeruh Kualitas Produk Terhadap Keputusan pembelian. E-Journal manajemen Universitas Udayana, 1-20.
Robi Andriansyah H, H. L. (2020). Pengaruh Penjualan Terhadap Keputusan Pembelian Produk Indihome Tahun 2020 (Studi Kasus : Telkom Cijawura). e-Proceding of Applied Science, 1341-1346.
Sirly Amry, D. P. (2019). Influence Lifestyle, Consumer Ethnocentrism, Product Quality On Purchase Decision Through Purchase Intention. Management Analysis Journal, 26-38.
(n.d.). www.marketbisnis.com.
Yessi Lestari, H. S. (2017). Pengaruh Atmosfer Kafe, Daya Tarik Promosi dan Variasi Produk Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening. Diponegoro Journal of Management, 1-10.
Yoseph Pangestu B, A. B. (2019). Pengaruh Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening. Diponegoro Journal Of Social and Politic, 1-10, 1-10.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 INTERNATIONAL CONFERENCE ON DIGITAL ADVANCE TOURISM, MANAGEMENT AND TECHNOLOGY
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
