The Influence of Service Quality and Brand Image on Purchase Decision with Brand Trust as an Intervening Variable
DOI:
https://doi.org/10.30588/jmp.v15i2.2672Keywords:
Theory of Planned Behaviour (TPB), Purchase Decision, Service Quality, Brand Image, Brand TrustAbstract
This study aims to analyze the influence of service quality and brand image on purchase decisions with brand trust as an intervening variable on customers and users of Apple products in Malang City. The study used a quantitative approach with data collection techniques through questionnaires to 385 respondents selected using a purposive sampling method. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the help of SmartPLS 4. The results of the study indicate that service quality and brand image have a positive and significant effect on purchase decisions, both directly and indirectly through brand trust. In addition, service quality and brand image are also proven to have a significant effect on brand trust, and brand trust has a significant effect on purchase decisions. The results of the mediation test indicate that brand trust acts as a partial mediator in the relationship. These findings confirm that brand trust is a key factor in driving consumer purchasing decisions. This study provides a theoretical contribution in strengthening the role of brand trust within the Theory of Planned Behaviour (TPB) framework and provides practical implications for companies in improving service quality and brand image to build consumer trust sustainably.
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