Pengaruh Citra Merek, Harga dan Kualitas Produk terhadap Keputusan Pembelian yang Dimediasi Minat Beli pada UMKM Warung Lesehan Yu Siti

This study aims to analyze the ef ect of brand image, price, andproduct quality on purchasing decisions, mediated by purchaseintention, at the UMKM Warung Lesehan Yu Siti in Hong Kong. Thisquantitative research includes all consumers of Warung LesehanYuSiti as the study population, although the exact populationsizeisunknown. The sample comprises 100 respondents selected throughdirect sampling. The results indicate that price directly influencespurchasing decisions, while brand image, price, and product qualityeach have an ef ect on purchase intention. Purchase intentionpositively af ects purchasing decisions, although brand image doesnot directly impact these decisions. Product quality emerges as theprimary factor influenced by purchase intention, whereas brandimage and price cannot be mediated by it. Product quality andpriceare the main considerations for consumers when making a purchase, with purchase intention serving as the primary mediator betweenthem. These findings have implications for UMKM’s marketingstrategy, suggesting that enhancing product quality andimplementing a competitive pricing strategy can help increase sales