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Title: :  THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN
PaperId: :  21469
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 9 Issue 4 2023
DUI:    16.0415/IJARIIE-21469
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Hardy UtamaUniversity Prima Indonesia, Medan, Indonesia
Efendy PakpahanUniversity Prima Indonesia, Medan, Indonesia
Fenny Krisna MarpaungUniversity Prima Indonesia, Medan, Indonesia
Fariza FitriaUniversity Prima Indonesia, Medan, Indonesia

Abstract

Management
Product Quality, Price, Brand Image and Purchasing Decisions
Today, rapid developments are taking place in the automotive world where competition between car manufacturers is heating up so that all dealers are competing to market their products as much as possible, including PT. Sardana Indah Berlian Motor which oversees the MITSUBISHI brand. This study aims to determine the effect of product quality and price on purchasing decisions for Mitsubishi Xpander cars with brand image as an intervening variable at PT Sardana Indah Berlian Motor. This study uses a quantitative associative method with a Path Analysis analysis tool. The sampling technique used is employee purposive sampling technique. Respondents selected were customers who were interested in buying products or had knowledge of these products at PT Sardana Indah Berlian Motor, totaling 91 people. The instrument used was a questionnaire to collect data from the variables of product quality, price, brand image and purchasing decisions. The results of descriptive analysis for Product Quality, Price, Brand Image and Purchasing Decisions at PT Sardana Indah Berlian Motor are in the good category. Based on Path analysis, product quality and price have a positive influence on Purchasing Decisions through Brand Image at PT. Sardana Indah Berlian Motor. The contribution of the product quality, price and brand image variables explains the purchase decision variable by 85.0%, while the remaining 15% is explained by other variables not included in this study.

Citations

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IJARIIE Hardy Utama, Efendy Pakpahan, Fenny Krisna Marpaung, and Fariza Fitria. "THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN" International Journal Of Advance Research And Innovative Ideas In Education Volume 9 Issue 4 2023 Page 3211-3219
MLA Hardy Utama, Efendy Pakpahan, Fenny Krisna Marpaung, and Fariza Fitria. "THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN." International Journal Of Advance Research And Innovative Ideas In Education 9.4(2023) : 3211-3219.
APA Hardy Utama, Efendy Pakpahan, Fenny Krisna Marpaung, & Fariza Fitria. (2023). THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN. International Journal Of Advance Research And Innovative Ideas In Education, 9(4), 3211-3219.
Chicago Hardy Utama, Efendy Pakpahan, Fenny Krisna Marpaung, and Fariza Fitria. "THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN." International Journal Of Advance Research And Innovative Ideas In Education 9, no. 4 (2023) : 3211-3219.
Oxford Hardy Utama, Efendy Pakpahan, Fenny Krisna Marpaung, and Fariza Fitria. 'THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN', International Journal Of Advance Research And Innovative Ideas In Education, vol. 9, no. 4, 2023, p. 3211-3219. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/THE_EFFECT_OF_PRODUCT_QUALITY_AND_PRICE_ON_PURCHASING_DECISIONS_FOR_MITSUBISHI_XPANDER_CARS_WITH_BRAND_IMAGE_AS_AN_INTERVENING_VARIABLE_AT_PT__SARDANA_INDAH_BERLIAN_MOTOR_MEDAN_ijariie21469.pdf (Accessed : ).
Harvard Hardy Utama, Efendy Pakpahan, Fenny Krisna Marpaung, and Fariza Fitria. (2023) 'THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN', International Journal Of Advance Research And Innovative Ideas In Education, 9(4), pp. 3211-3219IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/THE_EFFECT_OF_PRODUCT_QUALITY_AND_PRICE_ON_PURCHASING_DECISIONS_FOR_MITSUBISHI_XPANDER_CARS_WITH_BRAND_IMAGE_AS_AN_INTERVENING_VARIABLE_AT_PT__SARDANA_INDAH_BERLIAN_MOTOR_MEDAN_ijariie21469.pdf (Accessed : )
IEEE Hardy Utama, Efendy Pakpahan, Fenny Krisna Marpaung, and Fariza Fitria, "THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN," International Journal Of Advance Research And Innovative Ideas In Education, vol. 9, no. 4, pp. 3211-3219, Jul-Aug 2023. [Online]. Available: https://ijariie.com/AdminUploadPdf/THE_EFFECT_OF_PRODUCT_QUALITY_AND_PRICE_ON_PURCHASING_DECISIONS_FOR_MITSUBISHI_XPANDER_CARS_WITH_BRAND_IMAGE_AS_AN_INTERVENING_VARIABLE_AT_PT__SARDANA_INDAH_BERLIAN_MOTOR_MEDAN_ijariie21469.pdf [Accessed : ].
Turabian Hardy Utama, Efendy Pakpahan, Fenny Krisna Marpaung, and Fariza Fitria. "THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 9 number 4 ().
Vancouver Hardy Utama, Efendy Pakpahan, Fenny Krisna Marpaung, and Fariza Fitria. THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2023 [Cited : ]; 9(4) : 3211-3219. Available from: https://ijariie.com/AdminUploadPdf/THE_EFFECT_OF_PRODUCT_QUALITY_AND_PRICE_ON_PURCHASING_DECISIONS_FOR_MITSUBISHI_XPANDER_CARS_WITH_BRAND_IMAGE_AS_AN_INTERVENING_VARIABLE_AT_PT__SARDANA_INDAH_BERLIAN_MOTOR_MEDAN_ijariie21469.pdf
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