Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan faktor sosial terhadap niat beli konsumen banda aceh pada produk sepatu branded original yang dimediasi sikap konsumen. responden berjumlah 109 responden yang dipilih dengan metode non probability sampling yaitu purposive sampling. data dianalisis menggunakan teknik path analysis untuk melihat pengaruh variabel mediasi. hasil penelitian menunjukkan bahwa kualitas produk dan faktor sosial secara bersama-sama berpengaruh signifikan terhadap attitude consumer. kualitas produk dan faktor sosial secara parsial berpengaruh signifikan terhadap attitude consumer. selain itu kualitas produk dan faktor sosial secara parsial berpengaruh signifikan terhadap niat beli.. attitude consumer memediasi pengaruh kualitas produk dan faktor sosial terhadap niat beli. kata kunci: kualitas produk, faktor sosial, attitude consumer, dan niat beli. abstract this study aims to analyze the effect of product quality and social factors on consumer purchase intention of banda aceh on branded original shoe products mediated consumer attitudes. respondents numbered 109 respondents selected by non probability sampling method is purposive sampling. data were analyzed using path analysis technique to see the effect of mediation variable. the results showed that product quality and social factors together significantly influence attitude consumer. product quality and social factors partially significant effect on consumer attitude. in addition, product quality and social factors partially significant effect on purchase intentions. attitude consumer mediates the influence of product quality and social factors on buying intentions. keywords: product quality, social factor, attitude consumer, and intention to buy.