ANALISIS PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN CETAKAN CONTINUOUS FORM MELALUI KEPERCAYAAN MEREK (Studi pada Percetakan Jadi Jaya Group, Semarang)
ABSTRACT: This study aimed to
analyze the effect of product quality and brand image on purchasingdecisions
continuous form printing with using brand trust as mediator variable study onconsumers
Jadi Jaya Group, Semarang. The quality of continuous form products is to beconsidered
consumers in making a purchase at Jadi Jaya Group. The strategy used by Jadi
Jaya Group to maintain brand image is new innovations with printed paper-based Security
Printing design that makes the company different from competitors and increase brand
trust.This study used non-probability sampling is used for judgmental sampling.
Data were collected from 197 respondents selected using criteria that should
have madea purchase of continuous form at least twice. The method analysis used
in this research was Maximum Likelihood test using the program of AMOS version
21.0.The results showthat the product quality and brand image has positive
influence on brand trust. But, brand trust did not positive influence on
purchasing decisions. Then, product quality andbrand image has positive
influence on purchasing decisions continuous form at Jadi JayaGroup, Semarang.
Keywords: Product Quality,
Brand Image, Brand Trust, Purchasing Decisions
Penulis: Tamara Citra, Suryono
Budi Santoso
Kode Jurnal: jpmanajemendd161390
