Analysis of the Effect of Product Quality, Price, Promotion and Brand Image on Purchase Decisions on Wuling Automotive Brand with Mediation of Buying Interest


Authors : Hendra Wahyudi; Alugoro Mulyowahyudi

Volume/Issue : Volume 7 - 2022, Issue 9 - September

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3CHHGFk

DOI : https://doi.org/10.5281/zenodo.7162482

- This research aims to determine the effect of product quality, price, promotion, and brand image on making purchase decisions for the Wuling car brand by adjusting purchase preferences. The research method used in this research is a quantitative descriptive research method in which survey questions are used on 155 users or car owners of the Wuling brand. The data analysis technique was carried out using SEM-PLS. Research results show that product quality has significant effect on purchase intention, Price has significant effect on purchase intention, product quality has significant effect on making purchase decisions, the price has significant effect on making purchase decisions , purchase intentions have significant effect on purchase decision making , Purchase intention can mediate the relationship between product quality and purchase decision making , purchase intention can mediate the relationship between price and purchase decision making .

Keywords : Product Quality, Promotion, Brand Image, OTR, Buying Intention

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31 - March - 2024

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