PENGARUH PROMOTION, PRODUCT QUALITY, PRICE FAIRNESS TERHADAP BRAND IMAGE DAN PURCHASE DECISION
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Kualitas Produk,
Keadilan Harga,
Citra Merek,
Keputusan Pembelian
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh promosi, kualitas produk, dan keadilan harga terhadap citra merek dan keputusan pembelian. Dengan menggunakan pendekatan kuantitatif, penelitian ini mengumpulkan data melalui kuesioner yang disebarkan kepada konsumen produk tertentu. Data yang diperoleh dianalisis menggunakan metode regresi linear berganda untuk menguji hubungan antara variabel bebas (promosi, kualitas produk, dan keadilan harga) dengan variabel mediasi (citra merek) serta variabel dependen (keputusan pembelian). Hasil penelitian menunjukkan bahwa promosi, kualitas produk, dan keadilan harga berpengaruh positif dan signifikan terhadap citra merek, yang pada akhirnya juga memengaruhi keputusan pembelian. Citra merek terbukti menjadi variabel mediasi yang memperkuat hubungan antara ketiga faktor tersebut dan keputusan pembelian. Temuan ini mengindikasikan bahwa strategi pemasaran yang efektif harus mempertimbangkan faktor promosi, peningkatan kualitas produk, serta penetapan harga yang adil untuk meningkatkan citra merek dan mendorong keputusan pembelian konsumen.
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