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- Title
PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI (STUDI PADA KONSUMEN BTS MEAL MCD DI KOTA JAKARTA SELATAN).
- Authors
Anugrahdewi, Maya Wido; Bastaman, Aam
- Abstract
This study aims to analyze the factors influencing consumers' perceptions of brands and their purchasing decisions. The research method employed was a survey of a number of consumers purchasing products from various brands. The results of the study indicate that consumer trust, product quality, service, and brand image play significant roles in determining purchasing decisions. To enhance consumers' perceptions of brands, companies need to focus on building a positive brand image, increasing consumer trust through brand transparency and consistency, and improving the quality of their services and products. A holistic approach that considers all these elements is considered crucial to enhancing the effectiveness of marketing strategies and brand management. However, this study has limitations, and future research should involve a broader demographic variation to better understand the impact of external factors on consumer behavior comprehensively.
- Subjects
CONSUMER behavior; PURCHASING; BRAND image; PRODUCT quality; PRODUCT management
- Publication
Journal of Syntax Literate, 2024, Vol 9, Issue 4, p2551
- ISSN
2541-0849
- Publication type
Article
- DOI
10.36418/syntax-literate.v9i4.15462