PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH MINAT BELI PADA HOLLAND BAKERY BEKASI

This research aims to examine the influence of product quality and brand image on purchase decision, mediated by purchase intention at Holland Bakery Bekasi. Data was collected from 200 respondents who are customers of Holland Bakery using a questionnaire. The data was analyzed using the Structural Equation Modeling (SEM) method with SmartPLS software. The results indicate that product quality has a significant positive effect on purchase decision and purchase intention. However, brand image does not significantly affect purchase decision and purchase intention. Furthermore, purchase intention significantly mediates the relationship between product quality and purchase decision, but it does not significantly mediate the relationship between brand image and purchase decision. These findings suggest that Holland Bakery should focus on improving product quality to enhance purchase intention and ultimately increase purchase decisions. Additionally, strategies to improve brand image should be considered to maintain and enhance the overall brand perception.