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Abstract:
The on going COVID-19 pandemic in
Indonesia has changed consumer behavior in shopping, such as prioritizing
convenience, prioritizing products that are needed most, and shopping online.
Social restrictions imposed by the goverment also have an impact on how
consumers perceive or evaluate the brand of the product they will buy, in other
words, consumers will purchase a brand that is perceived as good. This study
aims to analyze brand image as a mediator of price perception, product quality
and promotion towards customer purchasing decisions on frozen food products at
Riza Food outlets. This study uses a sample of 150 respondents who are consumers
of frozen food products where the respondents are the object of research. This
study uses Structural Equation Modeling - Partial Least Square (SEM-PLS)
hypothesis testing tool to answer the research problems. The
results of this study indicate that brand image cannot be predicted as a
mediator of product quality with purchasing decisions because the ρ-value is
0,125 and the T-statistic value is 1,535. This means that brand image is not a
driver or mediator for consumers to buy products when it is associated with
product quality. However, brand image can be predicted as a mediator between
price perceptions and purchasing decisions, with ρ-value 0,026, and can also be
predicted as a mediator between promotions and purchasing decisions, with
ρ-value 0,016. Therefore, the brand image of frozen food products sold at Riza
Food outlet is capable of encouraging consumers to make purchases through price
perception and promotion. This means that the perception of price and promotion
is the most vital role in the minds of consumers, other than how the product
can provide benefits to consumers. A product has been trusted by the consumers
and consumers will be consequently satisfied when purchasing or having the
certain product.
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