Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention
This research aims to analyze the effect of marketing mix on brand image of the Spesial SB packaging beef meatball, analyze the effect of product quality on brand image of the Spesial SB packaging beef meatball, analyze the effect of brand image on purchase intention to the Spesial SB packaging beef...
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International journal of multicultural and multireligious understanding
2019-04-01
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doaj-6dcfc738ab334e2ea662a540b9c1bafb2020-11-25T02:52:32ZengInternational journal of multicultural and multireligious understandingInternational Journal of Multicultural and Multireligious Understanding2364-53692364-53692019-04-0162869610.18415/ijmmu.v6i2.654381Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase IntentionWahyu Mega Kurnianto0Sylvia Sari Rosalina1Nurminingsih Nurminingsih2Business Administration Program, Universitas Respati IndonesiaBusiness Administration Program, Universitas Respati IndonesiaBusiness Administration Program, Universitas Respati IndonesiaThis research aims to analyze the effect of marketing mix on brand image of the Spesial SB packaging beef meatball, analyze the effect of product quality on brand image of the Spesial SB packaging beef meatball, analyze the effect of brand image on purchase intention to the Spesial SB packaging beef meatball, and to analyze the effect of purchase intention on purchase decision to the Spesial SB packaging beef meatball. This research is quantitative research that applies an associative descriptive approach. The research population is the people of Halim Perdanakusuma Village of East Jakarta who once consumed the Spesial SB packaging beef meatball with a total sample of 190 people. The research sampling was carried out using incidental sampling technique. The data collection was performed by distributing questionnaires and conducting interviews. The data were analyzed using SEM-PLS 2 and SPSS. The analysis results showed that marketing mix has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, product quality has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, the brand image has a positive and significant effect on purchase intention of the Spesial SB packaging beef meatball, and purchase intention has a positive and significant effect on purchase decision the Spesial SB packaging beef meatball.https://ijmmu.com/index.php/ijmmu/article/view/654marketing mixproduct qualitybrand imagepurchase intentionpurchase decision |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Wahyu Mega Kurnianto Sylvia Sari Rosalina Nurminingsih Nurminingsih |
spellingShingle |
Wahyu Mega Kurnianto Sylvia Sari Rosalina Nurminingsih Nurminingsih Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention International Journal of Multicultural and Multireligious Understanding marketing mix product quality brand image purchase intention purchase decision |
author_facet |
Wahyu Mega Kurnianto Sylvia Sari Rosalina Nurminingsih Nurminingsih |
author_sort |
Wahyu Mega Kurnianto |
title |
Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention |
title_short |
Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention |
title_full |
Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention |
title_fullStr |
Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention |
title_full_unstemmed |
Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention |
title_sort |
effect of marketing mix and product quality on purchase decision to the spesial sb packaging beef meatball through brand image and purchase intention |
publisher |
International journal of multicultural and multireligious understanding |
series |
International Journal of Multicultural and Multireligious Understanding |
issn |
2364-5369 2364-5369 |
publishDate |
2019-04-01 |
description |
This research aims to analyze the effect of marketing mix on brand image of the Spesial SB packaging beef meatball, analyze the effect of product quality on brand image of the Spesial SB packaging beef meatball, analyze the effect of brand image on purchase intention to the Spesial SB packaging beef meatball, and to analyze the effect of purchase intention on purchase decision to the Spesial SB packaging beef meatball. This research is quantitative research that applies an associative descriptive approach. The research population is the people of Halim Perdanakusuma Village of East Jakarta who once consumed the Spesial SB packaging beef meatball with a total sample of 190 people. The research sampling was carried out using incidental sampling technique. The data collection was performed by distributing questionnaires and conducting interviews. The data were analyzed using SEM-PLS 2 and SPSS. The analysis results showed that marketing mix has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, product quality has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, the brand image has a positive and significant effect on purchase intention of the Spesial SB packaging beef meatball, and purchase intention has a positive and significant effect on purchase decision the Spesial SB packaging beef meatball. |
topic |
marketing mix product quality brand image purchase intention purchase decision |
url |
https://ijmmu.com/index.php/ijmmu/article/view/654 |
work_keys_str_mv |
AT wahyumegakurnianto effectofmarketingmixandproductqualityonpurchasedecisiontothespesialsbpackagingbeefmeatballthroughbrandimageandpurchaseintention AT sylviasarirosalina effectofmarketingmixandproductqualityonpurchasedecisiontothespesialsbpackagingbeefmeatballthroughbrandimageandpurchaseintention AT nurminingsihnurminingsih effectofmarketingmixandproductqualityonpurchasedecisiontothespesialsbpackagingbeefmeatballthroughbrandimageandpurchaseintention |
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