SITI, NUR MA’RIFA (2025) PENGARUH HARGA, KUALITAS PRODUK DAN VARIAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN ROKOK DJARUM DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING PADA MAHASISWA DI KABUPATEN JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
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Abstract
ABSRTACT This study aims to determine whether price, product quality and product variants influence purchasing decisions and whether brand image can mediate these variables. The sampling technique used is Double Sampling using Purposive Sampling and Accidental Sampling. The analysis method used is Structural Equation Modeling (SEM). The results of this study (1) Price has a significant effect on Brand Image. (2) Product Quality does not have a significant effect on Brand Image. (3) Product Variants have a significant effect on Brand Image. (4) Price has a significant effect on Purchasing Decisions. (5) Product Quality has a significant effect on Purchasing Decisions. (6) Product Variants have a significant effect on Purchasing Decisions. (7) Brand Image does not have a significant effect on Purchasing Decisions. (8) Price does not have a significant effect on Purchasing Decisions through Brand Image. (9) Product Quality does not have a significant effect on Purchasing Decisions through Brand Image. (10) Product Variants do not have an effect on Purchasing Decisions through Brand Image. Keywords : Price, Product Quality, Product Variants, Purchasing Decisions, Brand Image
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 17 Apr 2026 09:05 |
| Last Modified: | 17 Apr 2026 09:05 |
| URI: | http://repo.itsm.ac.id/id/eprint/1725 |
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