Pengaruh Kualitas dan Harga Terhadap Keputusan Pembelian Merek Hijab Buttonscarve di Mediasi Oleh Reputasi Brand Image di Kabupaten Pamekasan

Abstract

This study aims to analyze the effect of product quality and price on purchase decisions for the Buttonscarves hijab brand, mediated by brand image, in Pamekasan Regency. A quantitative approach was used in this study, employing a survey method through questionnaires distributed to 100 Buttonscarves consumers. The data analysis technique applied was Structural Equation Modeling–Partial Least Square (SEM-PLS) using SmartPLS 3.29 software. The results show that product quality and price have a significant effect on purchase decisions. Furthermore, brand image plays a significant mediating role in the influence of product quality and price on purchase decisions. Thus, product quality and price are proven to affect purchase decisions both directly and indirectly through brand image. The implications of this study provide recommendations for Buttonscarves management to focus more on improving product quality and product reputation in order to retain customers. This study can also serve as a reference for future research seeking to explore the relationships among these variables in the fashion industry in greater depth. Keywords: Product Quality, Price, Brand Image, Purchase Decision, SEM-PLS, Buttonscarve