Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Jurnal Mahasiswa Entrepreneur
Norchalicatin, Yuli
Unknown Affiliation
Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
MODERASI BRAND IMAGE DALAM MENENTUKAN KEPUTUSAN PEMBELIAN PADA TOKO THRIFT AW DI SITUBONDO Norchalicatin, Yuli; Fandiyanto, Randika; Praja, Yudha
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 5 (2024): MEI 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i5.4939

Abstract

A company in winning the competition is by carrying out marketing strategies for the products that have been produced. The advantage in competition in the business world is to form a brand image. Thrift AW Store is one of the stores that sells used imported clothing in Situbondo. The purpose of this study was to test and analyze the effect of Brand image in moderating product quality and price on purchasing decisions. The population in this study were consumers of Thrift AW Stores in Situbondo. The sampling technique determined using simple random sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square (PLS-SEM). The results of direct influence hypothesis testing using the Smart PLS 3.0 application, show that product quality has a significant positive effect on purchasing decisions, price has a significant positive effect on purchasing decisions, brand image has a positive but insignificant effect in moderating the effect of product quality on purchasing decisions, brand image has a negative but insignificant effect in moderating the effect of price on purchasing decisions.
Co-Authors Fandiyanto, Randika Yudha Praja, Yudha