UMAR, BUDHI UTOMO (2025) PERAN CITRA MEREK DALAM MEMEDIASI PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP LOYALITAS PELANGGAN AMDK AL-QODIRI DI KABUPATEN JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
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Abstract
ABSTRACT Competition in the local bottled drinking water industry requires companies to understand the factors that influence consumer purchasing decisions, including the conditions faced by Al-Qodiri Mineral Water in competing with local brands such as Hazora and Ampo. This study aims to analyze the effect of price and product quality on purchasing decisions, with brand image serving as a mediating variable among consumers of Al-Qodiri Mineral Water. A quantitative approach was applied using a survey method, while the sampling technique employed purposive sampling with a total of 150 respondents who had purchased and consumed Al-Qodiri Mineral Water. Data were collected through questionnaires developed based on indicators from previous studies. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine validity, reliability, and the relationships among variables. The results indicate that price and product quality have a significant effect on purchasing decisions. Brand image also shows a significant effect on purchasing decisions and mediates the relationship between price and product quality and purchasing decisions. The testing of both direct and indirect effects demonstrates that brand image functions as partial mediation. These findings indicate that consumer purchasing decisions are influenced by economic factors and brand perception, which may serve as a consideration for the management of Al-Qodiri Mineral Water in formulating marketing strategies suited to local market conditions. Keywords: brand image, bottled drinking water, price, product quality, purchasing decision.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | Perpustakaan Mandala |
| Date Deposited: | 24 Apr 2026 08:35 |
| Last Modified: | 24 Apr 2026 08:41 |
| URI: | http://repo.itsm.ac.id/id/eprint/1822 |
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