ANALYSIS OF THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON PURCHASING DECISIONS WITH WORD OF MOUTH AS INTERVENING VARIABLES (Case Study on Consumers of Lois Jeans Brand Products in SSL)

Andini, Aprilia and Sampurna, Dian Surya (2020) ANALYSIS OF THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON PURCHASING DECISIONS WITH WORD OF MOUTH AS INTERVENING VARIABLES (Case Study on Consumers of Lois Jeans Brand Products in SSL). Management of Marketing. (Unpublished)

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Abstract

This research aims to find out the effect of product quality and brand image on purchasing decisions with word of mouth as intervening variables at PT Intigarmindo Persada, at Streat Shop Lois (SSL). Strategies in research use associative with quantitative approaches. The target population in this study was all consumers who purchased Lois brand jeans products at Streat Shop Lois (SSL) with a sample of 100 respondents. The sampling technique in this study uses non probability sampling technique with Accidental Sampling approach, i.e. researchers take samples of sample determination technique based on coincidence. The type of data used is quantitative. Quantitative data in this study is data sourced directly from respondents presented in the form of likert scale. Data collection techniques are used by disseminating questionnaires or questionnaires. The data statistics method used are descriptive statistics and Partial Least Square (PLS) with SmartPLS program version 3.0. The result of this study is that there is a positive and significant influence of product quality on word of mouth, there is no positive and insignificant influence of brand image on word of mouth, there is a positive and significant influence of product quality on purchasing decisions, there is a positive and significant influence of word of mouth on purchasing decisions, word of mouth is able to mediate product quality on purchasing decisions and word of mouth is not able to mediate brand image to purchasing decisionsi.

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