When Quality, Price, and Brand Trust Meet: An Analysis of Consumer Purchase Decisions

Avi Arianti; Rini Hidayati

doi:10.58777/mcb.v1i1.487

Authors

Avi Arianti Faculty of Economics and Business, YARSI University, Jakarta
Rini Hidayati Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/mcb.v1i1.487

Keywords:

Product Quality, Price, Brand Trust, Purchasing Decisions

Abstract

This study aims to examine the influence of product quality, price, and brand trust on purchasing decisions for Nature Republic Aloe Vera products, both partially and simultaneously. The study population was students of the Faculty of Economics and Business, YARSI University, class of 2016. The sample determination used a simple random sampling method with the Slovin formula, resulting in 75 respondents. Data collection was carried out through distributing questionnaires, while data analysis used multiple linear regression, t-test, and F-test. The results showed that product quality, price, and brand trust had a positive and significant effect on purchasing decisions, both partially and simultaneously. Implicationally, companies are advised to maintain and improve product quality through continuous innovation, establish competitive pricing strategies that align with consumer value perceptions, and build brand trust through quality consistency, credible communication, and optimal after-sales service. An integrated strategy in these three aspects is expected to increase consumer loyalty and support sustainable sales growth.

References

Adiwidjaja, Adrian Junio. Tarigan, Zeplin Jiwa Husada. 2017. Pengaruh Brand Image dan Brand Trust Terhadap Keputusan Pembelian Sepatu Converse. Agora.5(3)

Alma, Buchari. 2013. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.

Amron, A. (2018). The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer's Buying Decision of MPV Cars. European Scientific Journal. 14(13) Hal. 228-239.

Anggita, Rizza. Ali, Hapzi. 2017. The Influence of Product Quality and Price on Purchase Decision of SGM Bunda Milk (Study on PT. Sarihusada Generasi Mhardika Region Jakarta, South Tangerang District). 3. 261–272.

Ghozali, Imam. 2016. Aplikasi Analisis Multivariete dengan Program IBM SPSS 2 Edisi 8, Badan Penerbit Universitas Diponegoro, Semarang.

Kodu, S. (2013). Harga, Kualitas Produk, dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Mobil Toyota Avanza. Journal EMBA. 1(3) 1251-1259.

Kotler dan Keller. 2010. Manajemen Pemasaran. Jakarta: Erlangga.

Kotler, Philip dan Kevin L. Keller. 2016. Marketing Management, 15th Edition. United States: Pearson Education.

Kotler, Philip dan Armstrong. 2010. Prinsip-Prinsip Pemasaran. Jakarta: Erlangga. Kotler, P. 2011. Manajemen Pemasaran. Jilid 2. Bumi Aksara. Jakarta.

Kotler, Philip dan Keller, Kevin Lane. 2009. Manjemen Pemasaran. Jilid 2. Penerbit Erlangga. Jakarta

Mamahit, P. Soegoto, Agus Supandi dan Tumbuan, Willen Alfa. (2015). Pengaruh Brand Image, Brand Trust, dan Kualitas Produk Terhadap Keputusan Pembelian Mobil Toyota All New Yaris Pada PT. Hasjrat Abadi Manado. Jurnal Berkala Ilmiah Efisiensi. Vol. 15, No. 05, Hal. 777-787.

Mandey, J. B. (2013). Promosi, Distribusi, Harga Pengaruhnya Terhadap Keputusan Pembelian Rokok Surya Promild. Journal EMBA. Vol.1, No.4, Hal.95- 104.

Mongi, L. Mananeke, Lisbeth dan Repi, Agusta. (2013). Kualitas Produk, Stategi Promosi dan Harga Pengaruhnya Terhadap Keputusan Pembelian Kartu Simpati Telkomsel di Kota Manado. Journal EMBA. Vol.1, No.4, Hal.2336-2346

Soewito, Y. (2013). Kualitas Produk, Merek dan Desain Pengaruhnya Terhadap Keputusan Pembelian Sepeda Motor Yamaha Mio. Journal EMBA. Vol.1, No.3, Hal 218-229.

Stanton, W. J. (2013). Prinsip Pemasaran. Alih Bahasa oleh Buchari Alma. Jilid Satu. Edisi Kesepuluh. Jakarta: Erlangga.

Susanto, H. (2016). The Effect of Brand Image, Product Quality, and Price on the Purchase Decision.

Walukow, Agnes Ligia Pratisia. Mananeke, Lisbeth dan Sepang, Jantje. 2014.

Pengaruh Kualitas Produk, Harga, Promosi dan Lokasi Terhadap Keputusan Pembelian Konsumen di Bentenan Center Sonder Minahasa. Jurnal EMBA. Vol. 2, No.3, Hal. 1737-1749.

Weenas, J. R.S. (2013). Kualitas Produk, Harga, Promosi, dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Spring Bed Comforta. Journal EMBA. Vol.1, No.4, Hal. 607–618.

Wulandari, Ni Made Rahayu. Nurcahya, I Ketut. 2015. Pengaruh Celebrity Endorser, Brand Image, Brand Trust Terhadap Keputusan Pembelian Clear Shampoo di Kota Denpasar. E-Jurnal Manajemen Unud. Vol.4, No.11, Hal. 3909-3935.

Zulfikar, Fikri. 2017. Partisipasi Kaum “Difable” Dalam Pembangunan Desa Inklusi (Studi Kasus Desa Sidorejo Kulon Progo).