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All Journal Binus Business Review
Muhammad Ari Adriansyah, Muhammad
Bina Nusantara University
Economics, Econometrics & Finance

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Peran Minat Pembelian Konsumen sebagai Mediasi Kualitas Produkterhadap Keputusan Pembelian pada Perusahaan Kue Ari Adriansyah, Muhammad; Aryanto, Rudy; Toindo, Harly; Agusthina, Shirley
Binus Business Review Vol 4, No 1 (2013): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v4i1.1125

Abstract

Cookie companies are demanded to improve their product quality, product quality is one of the important things. Because with a good product quality, it will deliver purchase intention; with the intention earned by customer, it will also deliver the purchase decision process. The purpose of this research is to analyse the effect of product quality towards purchase intention and its impact on the purchase decision process. The method used in this research is descriptive-associative, with Path Analysis. Questionnaires were distributed to J&C Cookies’ consumers. The findings of this research show that the product quality gives a big influence to customer’s purchase intention and gives a big and positive impact on purchase decision process of J&C Cookies’ customers.
Co-Authors Harly Toindo Rudy Aryanto, Rudy Shirley Agusthina, Shirley