ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN NILAI UTILITARIAN SEBAGAI VARIABEL INTERVENING (STUDI PADA KONSUMEN MAO SUSU PATI)

Abstract

This study aims to explain the effect of product quality, service quality and brand image in order to influence purchasing decisions. The utilitarian value variable is used as an intervening variable of product quality and service quality on purchasing decisions in Mao Susu Pati. The research was conducted by taking samples using purposive sampling technique, namely consumers who had visited and purchased Mao Susu Pati products. Data collection was obtained from 100 consumers of Mao Susu Pati through a questionnaire consisting of open and closed questions. The answers obtained from open questions will be analyzed qualitatively, while for answers to closed questions will be analyzed by the Multiple Linear Regression Method using the SPSS program. The first regression is used to analyze product quality and service quality towards utilitarian values. Furthermore, the second regression is used to analyze the utilitarian value and brand image of the purchasing decision. The results of the analysis obtained in this study indicate that product quality and service quality have a significant positive effect on utilitarian values. Utilitarian values and brand image have a significant positive influence on purchasing decisions.