The Effect of Product Quality, Brand Image, Price, and Advertising on Purchase Decision and its Impact on Customer Loyalty of Morinaga Milk in Aceh

Adnan, Adnan (2019) The Effect of Product Quality, Brand Image, Price, and Advertising on Purchase Decision and its Impact on Customer Loyalty of Morinaga Milk in Aceh. International Journal of Innovation, Creativity and Change, 9 (4). pp. 234-249. ISSN 2201-1323

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Abstract

The lack of studies regarding purchase decisions about customer loyalty is the reason for the emergence of new concepts about the influence of product quality, brand image, price and advertising on purchase decisions that have implications for the loyalty of Morinaga milk customers in Aceh. This study uses quantitative analysis where the data analysis technique is the structural equation model, SEM Amos, and uses forty references related to product quality, brand image, price, advertising, decision making, and customer loyalty. It includes 250 respondents as the study samples. The results of the study reveal that product quality, brand image, price, and perceived advertisement have a significant effect on the purchase decision of customers and have an effect on customer loyalty. These results provide support for the concept of the relationship between decision making and customer loyalty and empirical evidence on the mediating effects of decision making on the relationship between marketing mix elements and customer loyalty.

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