Binus Business Review
Vol. 4 No. 1 (2013): Binus Business Review

Peran Minat Pembelian Konsumen sebagai Mediasi Kualitas Produkterhadap Keputusan Pembelian pada Perusahaan Kue

Muhammad Ari Adriansyah (Bina Nusantara University)
Rudy Aryanto (Bina Nusantara University)
Harly Toindo (Bina Nusantara University)
Shirley Agusthina (Bina Nusantara University)

Article Info

Publish Date
31 May 2013

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.

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Journal Info
Binus Business Review
Website

Abbrev

BBR

Publisher

Universitas Bina Nusantara

Subject

Economics, Econometrics & Finance

Description

Binus Business Review is an international journal published in March, July, and November hosted by the Research and Technology Transfer Office (LPPM) of Universitas Bina Nusantara. The journal contents are managed by the Binus Business School, Faculty of Economics and Communications, and Forum ...