PENGARUH KUALITAS PRODUK DAN IKLAN TERHADAP CITRA MEREK DAN KEPUTUSAN PEMBELIAN KOSMETIK EMINA

This study aims to analyze the effect of product quality and advertising on purchase decisions and brand image Emina Cosmerics.. The subject in this study were students in Yogyakarta who has purchased Emina brand cosmetics twice in three months. This research was conducted with a total sampel of 150 respondents determined by non probability sampling techniques with purposive sampling method and questionnaries using google form to the respondents. The analytical tool in this study uses Structural Equation Modeling (SEM) with the application program AMOS 21. Based on the result of the analysis obtained states that product quality has an effect on brand image, advertising has an effect on brand image, product quality has an effect on purchasing decisions, advertising has an effect on purchasing decisions, brand image has no effect on purchasing decisions, product quality has no effect on purchasing decisions through brand image as an intervening variabel and advertising has no effect on purchasing decisions through brand image