PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (Survei pada Konsumen Lumbung Batik Surakarta)

Abstract

Lumbung Batik Surakarta is a clothing store that sells a wide range of fashion for
men and women, both for children and adults with its main raw material is the motif.
Surakarta Batik barn in an effort to boost consumer purchasing decisions trying to
maintain product quality, maintain brand image and foster consumer confidence. The
purpose of this study was to analyze the significance of the influence of product quality
and brand image of the trust. Analyze the significance of the influence of product quality,
brand image and trust on consumer purchasing decisions. Analyze the significance of the
influence of product quality and brand image on purchasing decisions with confidence
as an intervening variable. This study used survey methods, the type of data used
quantitative and qualitative data, the data source used primary data and secondary data.
The population in this study is consumers who shop at Lumbung Batik Surakarta in the
period January 2017 - February 2017. The number of samples in this study as many as
100 people, the sampling technique uses accidental sampling. Data collection methods
are used: questionnaires and documentation. Data analysis technique used to test the
validity, reliability test, classic assumption test, and path analysis. In conclusion: The
product quality and brand image significant effect on confidence. Product quality, brand
image and confidence have a significant effect on consumer purchasing decisions.
Product quality and brand image significantly influence purchase decisions with
confidence as an intervening variable.
Keywords: product quality, brand image, confidence, purchasing decisions.