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

DOI

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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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  - 10.2991/icss-18.2018.309
ID  - Dewi2018/10
ER  -