PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN MOBIL MPV MEREK MITSUBISHI XPANDER DI KOTA PEKANBARU

Abstract

The Mitsubishi Xpander Brand MPV car is a motorized vehicle product that
appeared in Indonesia in 2017. The purpose of this study was to determine the effect of
product quality and brand image on the purchase and satisfaction decisions of the
Mitsubishi Xpander MPV brand in Pekanbaru. This study uses Customer Satisfaction as
an endogenous variable and Purchasing Decision as an intervening variable. While the
exogenous variables in this study are Product Quality and Brand Image. The population
in this study were 748 people and the number of samples used in this study was 173
people. This research uses Probability sampling technique in determining research
respondents. Data taken from respondents using a questionnaire. The analysis method
used in this study is path analysis using the SPSS application 24 (Statistical Package For
Social Science). The results of this study indicate that product quality and brand image
have a positive and significant effect on purchasing decisions. Purchasing decisions have
a positive and significant effect on Consumer Satisfaction. Product Quality and Brand
Image have a positive and significant effect on Consumer Satisfaction through a
Purchasing Decision. Brand Image has a stronger influence than Product Quality in
achieving the Purchasing Decision and Consumer Satisfaction of the Mitsubishi Xpander
Brand MPV Car.
Keywords: Product quality, Brand Image, Buying Decision, Costumer Satisfaction.