Abstract
The purpose of this study is to determine the effect of product quality on brand image on Apple macbook latop, to know the effect of product quality and brand image on purchase intention on Apple Macbook laptop product, and to know the role of brand image in mediating the effect of product quality on buying intention. The population of this study is all respondents who are domiciled in Denpasar City who have the intention to buy Apple Macbook laptops. A sample of 112 respondents from all parts of Denpasar City. The data was analyzed using the PLS Method (Partial Least Square). The results show that the effect of product quality and brand image partially have a positive and significant effect on purchase intention on Apple Macbook laptops, and product quality partially positively and significantly influence to the brand image on Apple Macbook laptops. The results also show that brand image is able to mediate the influence of product quality on purchase intention.
 Keywords: product quality, brand image, purchase intention
Highlights
PENDAHULUAN Sejalan dengan kemajuan dalam bidang ekonomi, maka pengembangan dunia usaha juga mengalami pertumbuhan dan kemajuan yang pesat
The results show that the effect of product quality and brand image partially have a positive and significant effect on purchase intention on Apple Macbook laptops, and product quality partially positively and significantly influence to the brand image on Apple Macbook laptops
The results also show that brand image is able to mediate the influence of product quality on purchase intention
Summary
Berdasarkan Tabel 1 dapat dilihat bahwa laptop merek Apple Macbook mengalami peningkatanmarket share yang cukup signifikan dari Tahun 2014 hingga Tahun 2015 untuk kategori produk laptop merek Apple Macbook, yaitu pada Tahun 2014 sebesar 5,9 % naik menjadi 7,8 % dan mengalami pertumbuhan pada kuartal 2 Tahun 2014 dan 2015 sebesar 16,1%. Sedangkan pesaing utamanya Lenovo, pada Tahun yang sama mengalami kenaikan yang signifikan. Naik menjadi 20,3% pada Tahun 2015,tetapi Lenovo mengalami penurunan pertumbuhan pada kuartal 2 pada Tahun 2014 dan 2015 sebesar -7,5%
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