Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Di Mediasi Oleh Kepercayaan Konsumen Mie Endes Bangkalan

Abstract

Abstract

This study aims to analyze the effect of Product Quality and Brand Image on Purchase Decisions with Consumer Trust as a mediating variable among consumers of Mie Endes Bangkalan. This study employed a quantitative approach using purposive sampling involving 111 respondents. Data were collected through questionnaires using a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results showed that Product Quality and Brand Image had positive and significant effects on Consumer Trust. Product Quality did not have a significant effect on Purchase Decisions, whereas Brand Image had a positive and significant effect on Purchase Decisions. Consumer Trust also did not have a significant effect on Purchase Decisions. Furthermore, Consumer Trust did not mediate the effects of Product Quality or Brand Image on Purchase Decisions. These findings indicate that Brand Image plays a more important direct role in influencing Purchase Decisions among consumers of Mie Endes Bangkalan.

Keywords : Product Quality, Brand Image, Consumer Trust, Purchase Decisions, Mie Endes Bangkalan.