PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kaus pada UMKM Sari Rasa Kota Batu)

This study aims to determine the factors that affect product quality in the Sari Rasa company by looking at the influence of variables including perception, purchase decisions, and brand image as an intervening variable. In accordance with the formulation of the problem and objectives, this research is included in the descriptive category with a qualitative approach intended to find out the relationship between the influence of these variables. The sample amounted to 91, data collection using the survey method, namely collecting data using questionnaires. The data was analyzed by descriptive and regression techniques with the help of computer program SPSS 23.00 for windows.
The results of the analysis and discussion, provide several conclusions, including the following: 1) the perception of product quality has a significant effect on customer purchasing decisions at the Sari Rasa Kota Batu company. 2) Perception of product quality affects brand image. 3) brand image perception is able to mediate between product quality variables and purchasing decisions at the Sari Rasa Kota Batu company. 4) The influential variable in this study is the perception variable of product quality.