PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI (Studi Pada Gerai Mixue Di Kota Malang)

This research aims to determine (1) the influence of product quality on purchasing decisions, (2) the influence of price on purchasing decisions, (3) the influence of product quality on product image, brand image, (4) the influence of price on brand image, (5) the influence of brand image on purchasing decisions, (6) the influence of product quality on purchasing decisions which is mediated by brand image, (7) and the influence of price on purchasing decisions which is mediated by brand image. This research was conducted on Mixue Outlet consumers with a total of 108 respondents. The sampling technique for this research uses non-probability sampling using purposive sampling, where the researcher determines the sampling criteria, namely between the ages of 17 and 45 years. The data collection technique in this research used a questionnaire. The data analysis technique uses the Macro Hayes method with the SPSS-25 analysis tool. The results of this research show that (1) the product quality variable has a significant positive influence on purchasing decisions. (2) the price variable has a significant positive influence on purchasing decisions. (3) the product quality variable has a significant positive influence on brand image. (4) the price variable has a significant positive influence on brand image. (5) The brand image variable has a significant positive influence on purchasing decisions. (6) Brand image plays a mediating role in the relationship between product quality and purchasing decisions. (7) Brand image plays a mediating role in the relationship between price and purchasing decisions.