THE EFFECT OF PERSONAL SELLING, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASE DECISIONS

Abstract

This study aimed to analyze (1) the effect of personal selling on purchasing decisions, (2) the effect of product quality on purchasing decisions, (3) the effect of brand image on purchasing decisions, and (4) the effect of personal selling, product quality, and brand image on purchasing decisions for Charles & Keith products at Plaza Ambarrukmo and Yogyakarta Pakuwon Mall.

This study was conducted at Charles & Keith outlets in Plaza Ambarrukmo and Yogyakarta Pakuwon Mall, with the research subjects consisting of consumers who had purchased Charles & Keith products at both locations. The sampling techniques used in this study were purposive sampling and accidental sampling, based on the criteria that respondents were at least 17 years old and had made purchases at the physical Charles & Keith outlets in Plaza Ambarrukmo and Yogyakarta Pakuwon Mall. A total of 108 respondents were included in the sample.

The data collection was carried out by distributing questionnaires that had been tested for validity using construct validity and for reliability using Cronbach's Alpha and Composite Reliability values. The data analysis technique used in this study was structural equation modeling - partial least squares (SEM-PLS). The results of the partial hypothesis test showed that two hypotheses were accepted—product quality and brand image—while one hypothesis was rejected, namely personal selling. Meanwhile, the results of the simultaneous test showed that personal selling, product quality, and brand image collectively had a positive and significant effect on purchasing decisions for Charles & Keith products at Plaza Ambarrukmo and Yogyakarta Pakuwon Mall. This was evidenced by an f-count value of 54.124 and a significance value of 0.000, which was smaller than the 0.05 threshold. The adjusted R-squared value of 0.616 indicated that the model had a fairly strong predictive ability for consumer purchasing decisions.