(Universitas Pembangunan Panca Budi, Indonesia)(2) Yossie Rossanty
(Universitas Pembangunan Panca Budi, Indonesia)(3) Dewi Nurmasari Pane
(Universitas Pembangunan Panca Budi, Indonesia)*corresponding author
AbstractThis study aims to analyze the effect of brand image and product quality on frozen food purchase decisions, with purchase intention as an intervening variable among consumers of PT Madusari Nusaperdana in Medan City. A quantitative approach with a survey method was employed. Data were collected through questionnaires distributed to consumers who had purchased products from PT Madusari Nusaperdana and were analyzed using regression analysis and mediation testing to examine both direct and indirect effects among variables. The results indicate that brand image and product quality have a positive and significant effect on purchase intention and also exert a positive and significant effect on purchase decisions. Furthermore, purchase intention is found to have a positive and significant effect on purchase decisions. Mediation analysis confirms that purchase intention mediates the relationship between brand image and product quality and purchase decisions. These findings suggest that strengthening brand image and improving product quality can enhance consumers’ purchase intention, which in turn leads to higher purchase decisions for frozen food products. The practical implication of this study highlights the importance of consistent brand-building strategies and quality control in increasing a company’s competitiveness. KeywordsBrand Image, Product Quality, Purchase Intention
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DOIhttps://doi.org/10.47679/jrssh.v6i1.572 |
Article metrics10.47679/jrssh.v6i1.572 Abstract views : 61 |
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