Analisis Pengaruh Brand Image Dan Product Quality Terhadap Keputusan Pembelian Konsumen Kebab Turki Baba Rafi Melalui Variabel Intervening Word Of Mouth (Studi Kasus Konsumen Kebab Turki Baba Rafi Soekarno Hatta Malang): Studi Kasus Konsumen Kebab Turki Baba Rafi Soekarno Hatta Malang

The purpose of this study was to determine the direct and indirect effect of brand image,product quality, word of mouth variables on purchasing decisions. The population in this study were consumers of Kebab Turki Baba Rafi Soekarno Hatta Malang. Sampling in this study used the Lemeshow formula with purposive sampling method, the result were 100 respondents. Data analysis techniques in this study used descriptive statistical analysis, classical assumption test, and path analysis. It can be concluded that (1) there is a positive and significant influence between brand image and product quality on word of mouth, (2) there is a positive and significant influence between brand image and product quality on purchasing decisions, (3) there is a positive and significant influence There is a significant relationship between word of mouth on purchasing decisions, (4) there is a positive and significant influence between brand image and product quality on purchasing decisions through the variable intervening word of mouth.Abstrak Khoirul Romadhon, Nur Rohmad Nuzil. Program Studi Administrasi Bisnis Universitas Yudharta Pasuruan, 16 Juli 2022. Analisis Pengaruh Brand Image dan Product Quality Terhadap Keputusan Pembelian Konsumen Kebab Turki Baba Rafi Melalui Variabel Intervening Word of Mouth Tujuan dari penelitian ini untuk mengetahui pengaruh langsung dan tidak langsung variabel brand image,product quality, word of mouth terhadap keputusan pembelian. Populasi dalam penelitian ini adalah konsumen Kebab Turki Baba Rafi Soekarno Hatta Malang. Pengambilan sampel dalam penelitian ini menggunakan rumus Lemeshow dengan metode purposive sampling. Teknik pengumpulan data dalam penelitiain ini dengan melakukan penyebaran kuesioner, dan menggunakan analisis statistik deskriptif, uji asumsi klasik, dan analisis jalur hasilnya yaitu sebanyak 100 responden dapat simpulkan bahwa (1) terdapat pengaruh yang positif dan signfikan antara brand image dan product quality terhadap word of mouth, (2) terdapat pengaruh yang positif dan signifikan antara brand image dan product quality terhadap keputusan pembelian, (3) terdapat pengaruh yang positif dan signifikan antara word of mouth terhadap keputusan pembelian, (4) terdapat pengaruh yang positif dan signifikan antara brand image dan product quality terhadap keputusan pembelian melalui variabel intervening word of mouth. &nbsp