THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON PURCHASE DECISIONS THROUGH BRAND IMAGE AS AN INTERVENING VARIABLE IN SUZUKI CAR SALES IN SIDOARJO

Rio Dewantara¹⁾, Bambang Raditya Purnomo²⁾

Abstract

This research is intended to determine the influence of product quality and price on purchasing decisions through brand image as an intervening variable in sales of Suzuki Cars in Sidoarjo. This research was carried out using a quantitative approach, namely research that focuses on testing hypotheses using statistical method analysis tools and producing conclusions that can be generalized. The population used in this research were all consumers who made purchases at the Suzuki Car Showroom in Sidoarjo. The sampling technique used in this research is accidental sampling, namely a sample selection technique based on chance, that is, all members of the population who coincidentally meet the researcher can be used as samples in the research. The number of samples used in this research was 75 respondents who made purchases at the Suzuki Car Showroom in Sidoarjo. The test tool used is a multiple linear regression analysis technique with the help of SPSS software. From the results of the research that has been carried out, it can be concluded that the results of the validity test are valid, the reliability test is reliable. Based on the path analysis test, the results showed that 1. Product quality has a direct influence on purchasing decisions, 2. Price has a direct influence on purchasing decisions, 3. Product quality has a direct influence on brand image, 4. Price has a direct influence on brand image, 5. Brand image has an influence directly on purchasing decisions, 6. Product quality has an indirect effect on purchasing decisions through brand image, and 7. Price has an indirect effect on purchasing decisions through brand image.