Pengaruh Brand Loyalty Dan Diferensiasi Produk Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Mediasi (Studi Kasus Pada Produk Di Andikasur)

Abstract

Abstract

This study aims to examine the influence of Brand Loyalty and Product Differentiation on Purchasing Decisions with Purchase Intention as a mediating variable on Andikasur MSME consumers. The study uses a quantitative approach with an explanatory research method. A total of 75 respondents were selected as samples through a purposive sampling technique. Data analysis was carried out using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS) with the help of SmartPLS 4.0 software. The results of the analysis show that Brand Loyalty has a positive, but not significant influence on Purchasing Decisions. In contrast, Product Differentiation is proven to have a positive and significant influence on Purchasing Decisions. In addition, Brand Loyalty and Product Differentiation both have a positive and significant influence on Purchasing Intention. Furthermore, Purchase Intention is proven to have a positive and significant influence on Purchasing Decisions. In testing the mediation effect, Purchase Intention has not been able to mediate the influence of Brand Loyalty on Purchasing Decisions, but has succeeded in positively and significantly mediating the influence of Product Differentiation on Purchasing Decisions.

Keywords: Brand Loyalty, Product Differentiation, Purchase Decision, Purchase Intention.