THE EFFECT PRODUCT QUALITY AND PRODUCT INNOVATION ON PURCHASE INTENTION THROUGH BRAND IMAGE AS A MEDIATING VARIABLE ON HEALTHY FOOD PRODUCT IN INDONESIA

Abstract

The purpose of this research to analyze the effect of product quality and product innovation on purchase intention with brand image serving as a mediating variable on healthy food products in Indonesia. The sampling technique in this study used a purposive sampling technique with a total of 100 respondents. The data collected for this study were quantitative and gathered through online questionnaires, which were tested for validity and reliability. For analysis, this study utilized Structural Equation Modeling- Partial Least Squares (SEM-PLS) for windows version 4.0. The results of the study showed that product quality and product innovation has an effect on brand image and purchase intention. Additionally, brand image also acts as a mediator in the relationship between product quality and product innovation on purchase intention.