PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HP VIVO YANG DIMEDIASI OLEH CITRA MEREK

Zulfiqar Nugraha; Netti Nurlenawati; Dexi Triadinda

doi:10.24929/feb.v16i1.5049

Zulfiqar Nugraha Universitas Buana Perjuangan Karawang, Indonesia
Netti Nurlenawati Universitas Buana Perjuangan Karawang, Indonesia
Dexi Triadinda Universitas Buana Perjuangan Karawang, Indonesia

DOI: https://doi.org/10.24929/feb.v16i1.5049

Keywords: Product Quality, Brand Image, Purchase Decision, Vivo, Mediation

Abstract

The cellphone industry in Indonesia is experiencing very tight competition dynamics, marked by the emergence of the Transsion group which has begun to shift the market share of established brands such as Vivo. Despite having a spec advantage, Vivo faces significant market pressure. This study aims to evaluate the contribution of product quality to the purchase decision of HP Vivo by placing brand image as a mediating variable. Through a quantitative approach, this study involved 120 workers at PT Bridgestone Tire Indonesia as respondents. The number of respondents was determined by hair theory through the purposive sampling method. The sample criteria are workers who have bought Vivo brand cellphones. Data analysis techniques with R-square, F-square, path coefficients and hypothesis testers on direct and indirect influences through SmartPLS 3 software. The findings of the study revealed that there is a significant correlation between product quality and brand image, as well as the real contribution of brand image to purchasing decisions. Furthermore, product quality has been proven to have a significant impact on purchase decisions, both directly and through the mediation of brand image. This indicates that even though quality is able to stimulate transactions independently, the influence will be much more optimal if it is supported by a positive brand image.

References

Abadi, R. (2024). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Kepuasan Pelanggan Pada Produk Smartphone Android. STIA dan Manajemen Kepelabuhan Barunawati Surabaya.
Alviyana Dewi Sudrajat, P., Nurlenawati, N., & Triadinda, D. (2024). The Influence Of Online Customer Reviews And Information Quality On Purchasing Decisions With E-Trust As An Intervening Variable On Shopee Live Features Pengaruh Online Customer Review Dan Kualitas Informasi Terhadap Keputusan Pembelian Dengan E-Trust Sebagai Variabel Intervening Pada Fitur Shopee Live. Management Studies and Entrepreneurship Journal, 5(2), 8645–8662. http://journal.yrpipku.com/index.php/msej
Anggraeni, A. R., & Soliha, E. (2020). Kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). 6(3), 96–107. http://ejournal.unida.gontor.ac.id/index.php/altijarah
Anggraini, N., Barkah, Q., & Hartini, T. (2020). Pengaruh Promosi, Harga, Kualitas Produk Terhadap Keputusan Pembelian Dengan Citra Merek Produk Rabbani Di Palembang. Jurnal Neraca: Jurnal Pendidikan Dan Ilmu Ekonomi Akuntansi, 4(1), 26. https://doi.org/10.31851/neraca.v4i1.4176
Aprianto, E., Nurlenawati, N., & Triadinda, D. (2025). Pengaruh E-Wom, Persepsi Kualitas Dan Kepercayaan Terhadap Keputusan Pembelian Produk Fashion Pada Online Shop Shopee. Jurnal Ilmiah Pendidikan Ekonomi, 10.
Apriany, A., & Gendalasari, G. G. (2022). Pengaruh Kesadaran Merek Dan Citra Merek Terhadap Keputusan Pembelian Produk AMDK SUMMIT. Jurnal Ilmiah Manajemen Kesatuan, 10(1). https://doi.org/10.37641/jimkes.v10i1.1278
Ariyani, D. A., Handayani, D., Ningsih, U., Santoso, D. B., & Zuliarso, E. (2024). Audit Teknologi Informasi Aplikasi Sistem Persuratan Terpadu (Sirandu) Dengan Metode Tam Dan Webqual Information Technology Audit Of The Integrated Mailing System (Sirandu) Using Tam And Webqual Methods. Journal of Information Technology and Computer Science (INTECOMS), 7(4).
Ayatullah Khumaeni, S., Tuhagana, A., Triadinda, D., Studi Manajemen, P., Ekonomi dan Bisnis, F., & Buana Perjuangan Karawang, U. (2024). The Influence Of Brand Image And Product Quality On The Decision To Purchase A Honda Motorcycle Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda. Journal of Economic, Business and Accounting, 7(5).
Ayuk, K., Oktavenia, R., Gusti, I., Ketut, A., & Ardani, S. (2019). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Handphone Nokia Dengan Citra Merek Sebagai Pemediasi. 8(3), 1374–1400. https://doi.org/10.24843/EJMUNUD.2019.v8.i3.p8
Dexi Triadinda, & Anis Fitri Nur Masruriyah. (2024). Impact of Digital Marketing Features on Consumer’s Purchase Decision in High End Brand “ButtonScarves”: Brand Image as a Mediator. International Journal of Management Research and Economics, 2(1), 183–192. https://doi.org/10.54066/ijmre-itb.v2i1.1477
Fitri Muhaemin, A., Nurlenawati, N., & Triadinda, D. (2024). The Influence Of Product Quality And Brand Image On Purchasing Decisions At Umkm Bakso Idaman 99 In Rengasdengklok Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Pada Umkm Bakso Idaman 99 Di Rengasdengklok. Journal of Economic, Business and Accounting, 7(5).
Intan Aghitsni, W., & Busyra, N. (2022). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Kendaraan Bermotor Di Kota Bogor. 6(3).
Irmayanti, S., & Annisa, I. T. (2023). Peran Mediasi Citra Merek terhadap Keputusan Pembelian Kosmetik Merek Lokal pada Wanita Urban. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 4(1), 106–116. https://doi.org/10.31289/jimbi.v4i1.1774
Islamiah, F., Adawiah, R., Widya Praja Tanah Grogot, S., Paser, K., & Timur, K. (2023). Peran citra merek sebagai mediasi pada pengaruh kualitas produk dan harga terhadap keputusan pembelian (Vol. 25).
Kurniawan, A., Nurlenawati, N., & Anggela, F. P. (2024). SEIKO : Journal of Management & Business Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Yamaha. SEIKO : Journal of Management & Business, 7(1), 549–564.
Lesmana, H., Nurlenawati, N., Triadinda, D., & Triadinda Fakultas Ekonomi Dan Bisnis Universitas Buana Perjuangan Karawang, D. (2022). Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Sepatu Skechers. Syntax Literate. Jurnal Ilmiah Indonesia, 7(8).
Manalu, H., Ramly, F., Mubarak Djodding, I., Patria Kusuma, P., Arfid Guampe, F., Farida, E., Triadinda, D., Febriana Sritutur, F., Epty Hidayaty, D., Sopingi, I., Santoso, A., Nur Fatimah Azalia, A., Dani, R., Norman, E., Syahriani, E., Widayanti, R., Nur Sofyana, N., Arina, F., & Dwitalia Sari, D. (2024). Metode Penelitian Ekonomi Konsep, Metode, dan Implementasi (Sarwandi, Ed.). PT. Mifandi Mandiri Digital.
Niar, C. (2019). Pengaruh Desain Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Mezora. Jurnal Manajemen Dan Bisnis, Vol. 3 No. 3.
Nuryanti, N., Fawazi, M. H., Basuki, H., & Wati, J. A. (2023). Pengaruh Citra Merek terhadap Keputusan Pembelian. Jurnal Pendidikan Dan Kewirausahaan, 12(1), 299–310. https://doi.org/10.47668/pkwu.v12i1.1111
Pasaribu, V. L. (2022). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Sepeda Motor TVS. Business Management Journal, 18(1), 37. https://doi.org/10.30813/bmj.v18i1.2829
Sabardini, S. E., & Wijono, D. (2024). Citra Merek Sebagai Mediasi Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Di Sleman. Jurnal Riset Ekonomi, Vol.3 No.4.
Sari, W., & Avriyanti, S. (2023). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Produk T-Shirt Brand Cressida Di I’m Fashion Store Kabupaten Tabalong. 6(2).
Sudarwan, W. E., Zahra, S., Tabrani, M. B., & Bina Bangsa, U. (2021). Fasilitas, Aksesibilitas Dan Daya Tarik Wisata Pengaruhnya Terhadap Kepuasan Wisatawan Pantai Sawarna Kabupaten Lebak. 1. https://doi.org/10.46306/vls.v1i1
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif Dan R & D. ALFABETA, CV.
Tranggono, D., Nidita, A., & Juwito, P. (2020). Pengaruh Terpaan Iklan Nacific Di Instagram Terhadap Keputusan Pembelian Produk Nacific Pada Followers Akun @Nacificofficial.Id. Jurnal Ilmu Komunikasi, Vol.10, No. 2.

E-ISSN	P-ISSN