Purchasing Decision Analysis Of Wuling Confero ( Survey At Wuling Suci Branch Office Bandung )
Muji Rahayu. Student of Sekolah Pascasarjana UPI email:rahayu.muji2570@gmail.com, Ratih Hurriyati email: ratih@upi.edu, Mokh. Adib Sultan email: diebzoeltan@gmail.com
STIE STAN INDONESIA MANDIRI BANDUNG
Abstract
Abstract This research tests impact product quality and brand image on purchasing decision with purchasing intention as a mediating variable. Population are visitors of Kantor Wuling Cabang Suci Bandung (Wuling Suci Bandung Branch Office) Sample are 152 visitors who decided by slovin equation. The data was collected by survey with questionaire method. This research uses regression and path analysis method to analysis impact product quality and brand image on purchasing intention simultanty and partially, Impact purchasing intention on purchasing decision. The result of this research are product quality effects purchasing intention partially, brand image effects purchasing intention partially, product quality and brand image effect purchasing intention simultanty, purchasing intention effects purchasing decision.
Keywords: Product Quality. Brand Image, Purchasing Intention, Purchasing Decision
Topic: Marketing Management