International Journal of Business, Law, and Education
Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education (January - June) Ongoing

Analysis of the Influence of Brand Image, Price, and Product Quality on Consumer Buying Intentions in the Indonesian Retail Market: Mediation by the Level of Consumer Trust

Hilda Yuliastuti (Universitas Insan Cita Indonesia)
Sri Mulyono (Horizon University Indonesia)
Denpharanto Agung Krisprimandoyo (Universitas Ciputra)
Ikhsan Amar Jusman (STIE YPUP)

Article Info

Publish Date
28 Feb 2024

Abstract

This research investigates the complex dynamics influencing consumer behavior in the Indonesian retail market, focusing on the interrelationships between brand image, price, product quality, consumer trust, and consumer buying intentions. Utilizing a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis, data was collected through a survey of 100 respondents. The results reveal significant positive relationships between brand image, price, product quality, and consumer buying intentions, highlighting the pivotal role of these factors in shaping consumer preferences and purchase decisions. Furthermore, the study identifies consumer trust as a mediating factor, emphasizing its importance in strengthening the relationship between brand image and consumer buying intentions. The practical implications of these findings for retailers and marketers are discussed, emphasizing the importance of strategic brand management, pricing strategies, product quality enhancement, and trust-building initiatives to drive consumer behavior and achieve long-term success in the Indonesian retail market.

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International Journal of Business, Law, and Education
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journal

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IJBLE Scientific Publications Community Inc

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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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International Journal of Business, Law, and Education disseminates knowledge about Business, Law, and Education that useful to academics, educators, scholars, managers, practitioners, policy makers, consumers, and other stakeholders all around the ...