Lila Maria Kaban

Dampak kualitas, persepsi konsumen dan brand image terhadap keputusan pembelian produk endorsement

  • Authors Details :  
  • Lila Maria Kaban,  
  • Rifin Khong

Journal title : Jesya (Jurnal Ekonomi & Ekonomi Syariah)

Publisher : Sekolah Tinggi Ilmu Ekonomi Al-Washliyah

Print ISSN : 2614-3259

Page Number : 909-919

Journal volume : 5

Journal issue : 1

573 Views Original Article

Penelitian ini bertujuan untuk melihat seberapa besar dampak kualitas produk, persepsi konsumen dan brand image terhadap keputusan pembelian produk endorsement pada masyarakat di Medan dengan menggunakan word of mouth sebagai variabel moderasi. Sampel penelitian ini adalah sebesar 100 orang responden dengan teknik analisis data menggunakan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan kualitas produk, persepsi konsumen dan brand image berpengaruh terhadap keputusan pembelian produk endorsement pada masyarakat di Medan. Lebih lanjut, word of mouth tidak memoderasi kualitas produk terhadap keputusan pembelian dan juga tidak memoderasi persepsi konsumen terhadap keputusan pembelian namun word of mouth memoderasi brand image terhadap keputusan pembelian produk endorsement bagi masyarakat di Medan.

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DOI : https://doi.org/10.36778/jesya.v5i1.667

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