Proceedings of the 1st International Conference on Social Sciences (ICSS 2018)

Product Quality and Advertisement Effects on Purchasing Decision Considering to Brand Image

Authors
Hapsari Shinta Citra Puspita Dewi, Jun Surjanti, Sri Setyo Iriani
Corresponding Author
Hapsari Shinta Citra Puspita Dewi
Available Online October 2018.
DOI
https://doi.org/10.2991/icss-18.2018.309How to use a DOI?
Keywords
product quality; advertisement; brand image; purchasing decision
Abstract

This study aims to examine the effect of product quality and advertisement on customer’s purchasing decision considering to brand image as an intervening variable for dines and restaurants having negative-connoted names in Surabaya. It was qualitative research conducted into two stages; first was by having validity test and reliability test and second was by distributing questionnaires. Population was consumers from several dine, namely: mie setan, pentol gila, rawon setan, nasi goreng jancuk, and mie rampok; consisting of 160 people. Analysis was conducted using Structural Equation Modeling (SEM) with software AMOS 25. Results showed that there was significant relationship between product quality and advertisement on consumers’ purchase considering brand image as intervening variable.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st International Conference on Social Sciences (ICSS 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
October 2018
ISBN
978-94-6252-588-7
ISSN
2352-5398
DOI
https://doi.org/10.2991/icss-18.2018.309How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Hapsari Shinta Citra Puspita Dewi
AU  - Jun Surjanti
AU  - Sri Setyo Iriani
PY  - 2018/10
DA  - 2018/10
TI  - Product Quality and Advertisement Effects on Purchasing Decision Considering to Brand Image
BT  - Proceedings of the 1st International Conference on Social Sciences (ICSS 2018)
PB  - Atlantis Press
SP  - 1478
EP  - 1482
SN  - 2352-5398
UR  - https://doi.org/10.2991/icss-18.2018.309
DO  - https://doi.org/10.2991/icss-18.2018.309
ID  - Dewi2018/10
ER  -