RETAIL BUSINESS PURCHASE DECISION: THE ROLE OF PRODUCT QUALITY AND STORE IMAGE

Abstract

The intense competition between companies raises the activities of companies engaged in the same field, such as retail. Currently, the retail sector's development is quite fast. One is in fashion. Mulia Store is one of the retail outlets in Pekanbaru, Indonesia. This encourages companies to market products that are good according to the needs and desires of consumers. This research aims to find out and analyze the influence of product quality and store image on consumer purchasing decisions. The method used is Structural Equation Model analysis using PLS. The sample used was 100 respondents. This study indicates that Product Quality and Store Image have a significant direct effect on purchasing decisions and store image. Store image is also a mediator between product quality and store image.

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