{"title":"品牌形象的作用影响了产品质量对米洛Activ-Go UHT收购的影响","authors":"Nurul Anisa, N. Telagawathi","doi":"10.23887/jmpp.v5i3.37175","DOIUrl":null,"url":null,"abstract":"This research aims to test the influence of product quality and brand image on Milo Activ-Go UHT purchasing decision at PT Graha Artha Persada. This study is a causal quantitative study conducted by 80 respondents with purposive sampling techniques. The subject of this study was consumers who bought Milo Activ-Go UHT at least twice at PT Graha Artha Persada. The object of this study focuses on product quality variables, brand image, and purchasing decisions. The data was obtained by questionnaire, and analyzed with path analysis. The results showed that (1) Product quality had a positive and significant effect on purchasing decisions. (2) Brand image has a positive and significant effect on purchasing decisions. (3) Product quality has a positive and significant effect on brand image. (4) The quality of the product has a positive and significant effect on the purchase decision of Milo Activ-Go UHT at PT Graha Artha Persada through brand image.","PeriodicalId":303155,"journal":{"name":"Jurnal Manajemen Perhotelan dan Pariwisata","volume":"13 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Peran Citra Merek Memediasi Pengaruh Kualitas Produk terhadap Keputusan Pembelian Milo Activ-Go UHT\",\"authors\":\"Nurul Anisa, N. Telagawathi\",\"doi\":\"10.23887/jmpp.v5i3.37175\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research aims to test the influence of product quality and brand image on Milo Activ-Go UHT purchasing decision at PT Graha Artha Persada. This study is a causal quantitative study conducted by 80 respondents with purposive sampling techniques. The subject of this study was consumers who bought Milo Activ-Go UHT at least twice at PT Graha Artha Persada. The object of this study focuses on product quality variables, brand image, and purchasing decisions. The data was obtained by questionnaire, and analyzed with path analysis. The results showed that (1) Product quality had a positive and significant effect on purchasing decisions. (2) Brand image has a positive and significant effect on purchasing decisions. (3) Product quality has a positive and significant effect on brand image. (4) The quality of the product has a positive and significant effect on the purchase decision of Milo Activ-Go UHT at PT Graha Artha Persada through brand image.\",\"PeriodicalId\":303155,\"journal\":{\"name\":\"Jurnal Manajemen Perhotelan dan Pariwisata\",\"volume\":\"13 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-12-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Jurnal Manajemen Perhotelan dan Pariwisata\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.23887/jmpp.v5i3.37175\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jurnal Manajemen Perhotelan dan Pariwisata","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.23887/jmpp.v5i3.37175","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
本研究旨在检验产品品质和品牌形象对Graha Artha Persada公司Milo active - go超温灭菌决策的影响。本研究是一项因果定量研究，由80名受访者进行了有目的的抽样技术。这项研究的对象是在PT Graha Artha Persada至少两次购买Milo active - go UHT的消费者。本研究的对象集中在产品质量变量、品牌形象和购买决策。采用问卷调查法获取数据，并采用通径分析法进行分析。结果表明:(1)产品质量对购买决策有显著的正向影响。(2)品牌形象对购买决策有正向显著影响。(3)产品质量对品牌形象有正向显著的影响。(4)产品质量通过品牌形象对PT Graha Artha Persada的Milo active - go UHT的购买决策有正向显著的影响。
Peran Citra Merek Memediasi Pengaruh Kualitas Produk terhadap Keputusan Pembelian Milo Activ-Go UHT
This research aims to test the influence of product quality and brand image on Milo Activ-Go UHT purchasing decision at PT Graha Artha Persada. This study is a causal quantitative study conducted by 80 respondents with purposive sampling techniques. The subject of this study was consumers who bought Milo Activ-Go UHT at least twice at PT Graha Artha Persada. The object of this study focuses on product quality variables, brand image, and purchasing decisions. The data was obtained by questionnaire, and analyzed with path analysis. The results showed that (1) Product quality had a positive and significant effect on purchasing decisions. (2) Brand image has a positive and significant effect on purchasing decisions. (3) Product quality has a positive and significant effect on brand image. (4) The quality of the product has a positive and significant effect on the purchase decision of Milo Activ-Go UHT at PT Graha Artha Persada through brand image.
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