Pengaruh Citra Merek, Diskon dan Kelengkapan Produk terhadap Keputusan Pembelian

(Studi Kasus Swalayan Chandra Lampung)

Abstract

This study aims to determine whether there is an effect of brand image and product completeness on purchasing decisions at Chandra Supermarkets. The research sample was 99 respondents. The method used in research with a questionnaire. Statistical tests were performed using PLS-based Structural Equation Modeling. The validity test uses the loading factor value, while the reliability uses the Cronbach's alpha value, composite reliability and Average Variance Extracted (AVE). The results of the study show that the image variable has a positive but not significant effect on purchasing decisions, the variable has a positive and significant effect on the purchasing decision variable, and the product completeness variable has a positive and significant effect on purchasing decisions buying decision.