Analisis Imbas Kualitas Produk Dan Gambaran Merek Terhadap Keputusan Pembelian Cetakan Continuous Form Melalui Doktrin Merek (Studi Pada Percetakan Jadi Jaya Group, Semarang)

ABSTRACT: This study aimed to analyze the effect of product quality and merk image on purchasingdecisions continuous form printing with using merk trust as perantara variable study onconsumers Makara Jaya Group, Semarang. The quality of continuous form products is to beconsidered consumers in making a purchase at Makara Jaya Group. The strategy used by Makara Jaya Group to maintain merk image is new innovations with printed paper-based Security Printing design that makes the company different from competitors and increase merk trust.This study used non-probability sampling is used for judgmental sampling. Data were collected from 197 respondents selected using criteria that should have madea purchase of continuous form at least twice. The method analysis used in this research was Maximum Likelihood test using the aktivitas of AMOS version 21.0.The results showthat the product quality and merk image has positive influence on merk trust. But, merk trust did not positive influence on purchasing decisions. Then, product quality andbrand image has positive influence on purchasing decisions continuous form at Makara JayaGroup, Semarang.

Keywords: Product Quality, Brand Image, Brand Trust, Purchasing Decisions

Penulis: Tamara Citra, Suryono Budi Santoso

Kode Jurnal: jpmanajemendd161390