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

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.

Keywords

• product quality, purchase intention,purchase decision