PENGARUH KUALITAS PRODUK DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DENGAN NIAT BELI SEBAGAI MEDIASI PADA GARAM LOSOSA

This study aims to analyze the influence of product quality and brand awareness on purchase decisions, with purchase intention as a mediating in Lososa salt. The research employs a quantitative approach with an explanatory research design. The sampling technique used is purposive sampling with a total of 100 respondents, all of whom are Lososa salt consumers in Sumenep Regency. Data were collected through questionnaires and analyzed using the Partial Least Square Structural Equation Modeling (SEM) method. The results indicate that product quality has a positive and significant effect on purchase decisions, while brand awareness does not have a direct significant effect. Both product quality and brand awareness have a positive and significant effect on purchase intention, which in turn significantly influences purchase decisions. Furthermore, purchase intention is proven to positively and significantly mediate the effect of product quality and brand awareness on purchase decisions.