PENGARUH KUALITAS PRODUK DAN KEUNGGULAN BERSAING TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING

Abstract

The purpose of this research is to explain the effect of product quality and competitive advantage on purchasing decisions with the brand's image as an intervening variable in the 17 August 1945 University Jakarta. Unit analysis in this study were students Honda automatic motorcycle users. The population in this study were students Honda automatic motorcycle users by the number of 132 samples from 198 population. The sampling method in this research is done by using purposive sampling, where sampling is deliberately based on the requirements some of criteria through PLS.3. Instrument statistical analysis used to test the hypothesis. The results of this study the quality of the product significant effect on brand image at the 17 August 1945 University, the competitive advantage of significant effect on brand image at the 17 August 1945 University, the product quality significant effect on purchasing decisions at the 17 August 1945 University, the competitive advantage of effect significantly influence purchasing decisions at the 17 August 1945 University, the brand image significant effect on purchasing decisions at the 17 August 1945 University, quality products not significant effect on purchasing decisions through brand image in the 17 August 1945 University, and the effect is not significant competitive advantage on purchasing decisions through brand image in the 17 August 1945 University. The implications of this research PT. Astra Honda Motor need to innovate continuously through product quality so as to compete with other motorcycles automotive companies. Honda created a competitive advantage that is able to make PT. Astra Honda Motor became the ruler of the motorcycle market automotive industry.