ANALISIS PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP CITRA MEREK DAN KEPUTUSAN PEMBELIAN PRODUK SEPATU BATA DI KOTA SEMARANG

Abstract

The purpose of this study to analyze product quality and promotion on brand image and the impact on purchase decision. The population of the study was all consumers who had ever done purchase transaction on bata shoes product, where respondents are Semarang people. The samples in this study were 130 respondents. The method of collecting data through questionnaires. This study uses analytical techniques of Structural Equation Modeling (SEM) with AMOS 22.0 as the analysis instrument. The result show that the product quality has a positive and significant effect on brand image, promotion has a positive and significant effect on brand image, brand image has a positive and significant effect on purchase decision, product quality has not a positive impact on purchase decision, and promotion has a positive and significant effect on purchase decision.