PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MODERASI (STUDI KASUS KONSUMEN LISTORIYA FOTOGRAFI)

This study aims to analyze the effect of price, promotion, and service quality on consumer decisions moderated by Brand Image. This study uses a quantitative approach with an associative research type. The study population includes all consumers of Listoriya Photography, with a sample of 83 respondents selected through purposive sampling techniques. Data collection was carried out through an online questionnaire distributed to consumers who had used Listoriya Photography services. Data analysis was carried out using SMART-PLS SEM software. These findings answer the following research questions: Price has a positive and significant effect on consumer decisions (P-Value = 0.004 <0.050, T-statistic = 1.842> 1.662), so the first hypothesis (H1) is accepted. Promotion does not have a significant effect on purchasing decisions (P-Value = 0.377> 0.050, T-statistic = 0.315 <1.662), so the second hypothesis (H0) is rejected. Service quality has a positive and significant effect on consumer decisions (P-Value = 0.000 < 0.050, T-statistic = 3.648 > 1.662), so the third hypothesis (H1) is accepted. Brand Image does not moderate the effect of price on consumer decisions (P-Value = 0.377 > 0.050, T-statistic = 1.149 < 1.662), but moderates the effect of promotion (P-Value = 0.075 < 0.050, T-statistic = 1.455 < 1.662) with the result that promotion has a positive but not significant effect when moderated by Brand Image. Service quality is also not significantly affected by Brand Image in purchasing decisions (P-Value = 0.005 > 0.050, T-statistic = 2.645 < 1.662), but shows a positive influence on consumer satisfaction if moderated by Brand Image (P-Value = 0.355 < 0.050).

Keywords: price, promotion of service quality, consumer decisions, Brand Image