Abstract: PT Sepatu Bata Tbk has decreased sales which can affect the merk image of company. Brand image is one of the factors that form the merk equity and can give a description of consumer perceptions of a brand. Every company is required to conduct marketing activities whose main purpose is to influence consumer perception on brand, build merk image in the mind of consumer so that later will have an impact on sales increase, and can maximize market share in accordance with company expectation.
The purpose of this study to analyze product quality and promotion on merk image and the impact on purchase decision. The population of the study was all consumers who had ever done purchase transaction on bata shoes product, where respondents are Semarang people. The samples in this study were 130 respondents. The method of collecting data through questionnaires. This study uses analytical techniques of Structural Equation Modeling (SEM) with AMOS 22.0 as the analysis instrument.
The result show that the product quality has a positive and significant effect on merk image, promotion has a positive and significant effect on merk image, merk image has a positive and significant effect on purchase decision, product quality has not a positive impact on purchase decision, and promotion has a positive and significant effect on purchase decisio.
Keywords: Product Quality, Promotion, Brand Image, Purchase Decision
Penulis: Ria Safitri Rosady, Amie Kusumawardhani
Kode Jurnal: jpmanajemendd180425
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