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Abstract:
When consumers have
limited time and social mobility due to demand or policy, frozen foods become
an alternative as they have several service advantages: more convenient, more
economical, faster, easier and can meet protein and health needs. Frozen foods
were originally produced and intended for consumption by consumers engaged in
various activities. So far, frozen food industry also has good prospects, based
on lifestyle or lifestyle changes in today's society, especially among
millennials.This study aims to
determine the relationship between the effects of price, product quality and
promotional activities on brand image-mediated purchasing decisions for frozen
food products at a retail location. RF store. This study used a sample of 150
respondents who were consumers of frozen food products studied using the
structural equation model hypothesis test – Partial least squares (SEM-PLS)
tool. to answer the research questions. The results show that brand image cannot
play a mediating role in the product quality variable in the purchasing
decision process, because the ρ-value is 0.125 and the T-statistical value is
1.535. Brand image is not a motivator/mediator to convince consumers to buy a
product when it is associated with the quality of the product. At the same
time, brand image can appear as a mediator between price perception variables
in purchasing decisions, with a value of ρ of 0.026, and can also appear as a
mediator between promotion variables in the purchase decision, with a value of
ρ of 0.026 and 0.016. So, especially for frozen food products sold at RF store,
brand image is considered to have the ability to entice consumers to purchase
through price perception and promotion. Price perception and promotion are the
most important variables in the consumer's mind but they also determine how the
product can benefit and desire the consumer. The product is well trusted by the
consumers and the consumer will be satisfied with the purchase or possession of
the product.
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