Peran Citra Merek Memediasi Pengaruh Iklan dan Kualitas Produk terhadap Keputusan Pembelian PT. Adiska Sarana Medika

Abstract

Abstract

This research aims to analyze the role of brand image in mediating the effect of advertising and product quality on purchasing decisions of PT. Adiska Sarana Medika. The population in this research were customers of PT. Adiska Sarana Medika. The sample of this research used 100 respondents using probability sampling technique. The analysis technique used is a variance-based or component-based approach with Partial Least Square (PLS) with the help of Warp PLS. The results of the analysis show that 1) Advertising has a positive and insignificant effect on purchasing decisions of PT. Adiska Sarana Medika; 2) Product quality has a positive and significant effect on purchasing decisions of PT. Adiska Sarana Medika; 3) Brand image has a positive and significant effect on purchasing decisions of PT. Adiska Sarana Medika; 4) Advertising has a positive and significant effect on the brand image of PT. Adiska Sarana Medika; 5) Product quality has a positive and significant effect on the brand image of PT. Adiska Sarana Medika; 6) brand image is able to fully mediate the influence of advertising on purchasing decisions; and 7) Brand image is able to partially mediate the influence of product quality on purchasing decisions. The implication of this research is to know that the importance of advertising, product quality and brand image in influencing consumer purchasing decisions. Brand image is able to mediate the relationship between advertising and product quality on purchasing decisions.

Keywords: advertising, product quality, image, purchasing decisions