THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS FOR MITSUBISHI XPANDER CARS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT PT. SARDANA INDAH BERLIAN MOTOR MEDAN

Management

Today, rapid developments are taking place in the automotive world where competition between car manufacturers is heating up so that all dealers are competing to market their products as much as possible, including PT. Sardana Indah Berlian Motor which oversees the MITSUBISHI brand. This study aims to determine the effect of product quality and price on purchasing decisions for Mitsubishi Xpander cars with brand image as an intervening variable at PT Sardana Indah Berlian Motor. This study uses a quantitative associative method with a Path Analysis analysis tool. The sampling technique used is employee purposive sampling technique. Respondents selected were customers who were interested in buying products or had knowledge of these products at PT Sardana Indah Berlian Motor, totaling 91 people. The instrument used was a questionnaire to collect data from the variables of product quality, price, brand image and purchasing decisions. The results of descriptive analysis for Product Quality, Price, Brand Image and Purchasing Decisions at PT Sardana Indah Berlian Motor are in the good category. Based on Path analysis, product quality and price have a positive influence on Purchasing Decisions through Brand Image at PT. Sardana Indah Berlian Motor. The contribution of the product quality, price and brand image variables explains the purchase decision variable by 85.0%, while the remaining 15% is explained by other variables not included in this study.

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