Product Quality and Advertisement Effects on Purchasing Decision Considering to Brand Image

被引：0
作者：
Dewi, Hapsari Shinta Citra Puspita [1 ]
Surjanti, Jun [2 ]
Iriani, Sri Setyo [2 ]
机构：
[1] Univ Negeri Surabaya, Grad Program Management, Surabaya, Indonesia
[2] Univ Negeri Surabaya, Dept Management, Surabaya, Indonesia
来源：
PROCEEDINGS OF THE 1ST INTERNATIONAL CONFERENCE ON SOCIAL SCIENCES (ICSS 2018) | 2018年 / 226卷
关键词：
product quality; advertisement; brand image; purchasing decision;
D O I：
暂无
中图分类号：
C [社会科学总论];
学科分类号：
03 ; 0303 ;
摘要：
This study aims to examine the effect of product quality and advertisement on customer's purchasing decision considering to brand image as an intervening variable for dines and restaurants having negative-connoted names in Surabaya. It was qualitative research conducted into two stages; first was by having validity test and reliability test and second was by distributing questionnaires. Population was consumers from several dine, namely: mie setan, pentol gila, rawon setan, nasi goreng jancuk, and mie rampok; consisting of 160 people. Analysis was conducted using Structural Equation Modeling (SEM) with software AMOS 25. Results showed that there was significant relationship between product quality and advertisement on consumers' purchase considering brand image as intervening variable.
引用
收藏
页码：1478 / 1482
页数：5
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