ANALISIS PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP CITRA MEREK DAN KEPUTUSAN PEMBELIAN PRODUK SEPATU BATA DI KOTA SEMARANG
Abstract: PT Sepatu Bata Tbk
has decreased sales which can affect the brand image of company. Brand image is
one of the factors that form the brand equity and can give a description of
consumer perceptions of a brand. Every company is required to conduct marketing
activities whose main purpose is to influence consumer perception on brand,
build brand image in the mind of consumer so that later will have an impact on
sales increase, and can maximize market share in accordance with company
expectation.
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 decisio.
Keywords: Product Quality,
Promotion, Brand Image, Purchase Decision
Penulis: Ria Safitri Rosady,
Amie Kusumawardhani
Kode Jurnal: jpmanajemendd180425
