Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Laptop Lenovo dengan Citra Merek sebagai Variabel Intervening di Toko Pahlawan Laptop

Abstract

This study aims to analyze the influence of product quality and price on purchasing decisions for Lenovo laptops with brand image as an intervening variable among consumers of Pahlawan Laptop Semarang. This research used a quantitative approach with primary data obtained through questionnaires. The sample consisted of 74 respondents selected using purposive sampling. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, coefficient of determination, and the Sobel test. The results show that product quality and price have positive and significant effects on brand image. Product quality, price, and brand image also have positive and significant effects on purchasing decisions. Brand image is the most dominant variable in the second regression model. The Sobel test confirms that brand image significantly mediates the effects of product quality and price on purchasing decisions. The findings indicate that maintaining product quality and price suitability while strengthening brand image can encourage consumers to choose Lenovo laptops.