Price, Brand, Quality, Prestige on Purchase Decisions through Buying Interest as Intervening Variables

This study aims to determine the effect of price, brand, quality and prestige, on purchasing decisions through purchase intention as an intervening variable. The type of research used is quantitative research using a questionnaire as a primary data collection tool. The population in this study were 240 respondents and the sample taken was 150 respondents, which were obtained using non-probability sampling techniques using the slovin method, the data obtained was then analyzed using the outer model and inner model as data analysis techniques assisted by SmartPLS to process the data. In this study, the results obtained, namely price and quality have a positive and significant effect on purchasing decisions. Meanwhile, brand and prestige have a negative and insignificant effect on purchasing decisions, buying interest as an intervening variable can have a positive and significant effect on price, quality, and prestige, but buying interest as an intervening variable has a negative and insignificant effect on the brand besides that, simultaneously price, quality, prestige through buying interest affect purchasing decisions, but this does not apply to brand variables