Pengaruh Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Bearing NTN Melalui Citra Merek

Anne Magdalena; Nana Trisnawati; Ruwaida Ruwaida; Estu Mahanani

Anne Magdalena Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I, Jakarta
Nana Trisnawati Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I, Jakarta
Ruwaida Ruwaida Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I, Jakarta
Estu Mahanani Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I, Jakarta

Keywords: Product Quality, Price Perception, Brand Image, Purchase Decision

Abstract

This study aims to analyze the effect of product quality and price perception on the purchase decisions of NTN bearings through brand image among customers of PT. Djaja Harapan Makmur Jakarta. This study employed a quantitative research method using a purposive sampling technique. The sample consisted of 70 respondents. Data were collected through a questionnaire using a likert scale and analyzed using Smart-PLS 4.0. The results indicate that product quality has a positive but not significant effect on purchase decisions. Price perception has a positive and significant effect on purchase decisions. Product quality has a positive and significant effect on brand image. Price perception has a positive but not significant effect on brand image. Brand image has a positive and significant effect on purchase decisions. Indirectly, brand image was not proven to mediate the effect of product quality and price perception on purchase decisions.

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