eprintid: 50133
rev_number: 20
eprint_status: archive
userid: 12156
dir: disk0/00/05/01/33
datestamp: 2025-07-03 05:54:49
lastmod: 2025-07-03 05:54:49
status_changed: 2025-07-03 05:54:49
type: thesis
metadata_visibility: show
contact_email: Idzharaulia44@gmail.com
creators_name: Aulia, Muhammad Idzhar
creators_id: 5551210039
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: RAMDANSYAH, AGUS DAVID
contributors_name: GANIKA, GERRY
contributors_id: 197110222009121002
contributors_id: 197207312006042004
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: MANAJEMEN
title: PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN CONSUMER TRUST SEBAGAI VARIABEL INTERVENING
(Studi pada Pengguna Sepatu Merek Converse di Kota Depok)
ispublished: pub
subjects: HB
divisions: FEB
divisions: Managemen
full_text_status: restricted
keywords: Brand Image, Product Quality, Purchase Decision, Consumer Trust.
Brand Image, Product Quality, Purchase Decision, Consumer
Trust.
note: Tujuan Penelitian ini adalah mengetahui Pengaruh Brand Image dan Product
Quality terhadap Purchase Decision dengan Consumer Trust sebagai variabel
Intervening. Dalam penelitian ini Brand Image dan Product Quality sebagai
variabel Independen serta Purchase Decision sebagai variabel Dependen.
Penelitian ini menggunakan metode kuantitatif dengan sampel sebanyak 105
Responden. Teknik analisis data dalam penelitian ini menggunakan Structural
Equation Modelling (SEM) dengan menggunakan alat ukur Partial Least Square
(SmartPLS) 4.1.
Hasil penelitian menunjukkan bahwa : (1) Brand Image tidak berpengaruh terhadap
Purchase Decision. (2) Product Quality berpengaruh positif dan signifikan terhadap
Purchase Decision. (3) Brand Image berpengaruh positif dan signifikan terhadap
Purchase Decision. (4) Product Quality berpengaruh positif dan signifikan terhadap
Purchase Decision. (5) Consumer Trust berpengaruh positif dan signifikan terhadap
Purchase Decision. (6) Consumer Trust mampu memediasi Pengaruh Brand Image
terhadap Purchase Decision. (7) Consumer Trust mampu memediasi Pengaruh
Product Quality terhadap Purchase Decision.
abstract: The purpose of this study was to determine the effect of Brand Image and Product Quality on Purchase Decision with Consumer Trust as an Intervening variable. In this study, Brand Image and Product Quality as independent variables and Purchase Decision as the dependent variable.
This research uses quantitative methods with a sample of 105 respondents. The data analysis technique in this study uses Structural Equation Modeling (SEM) using the Partial Least Square (SmartPLS) 4.1 measuring tool.
The results showed that: (1) Brand Image has no effect on Purchase Decision. (2) Product Quality has a positive and significant effect on Purchase Decision. (3) Brand Image has a positive and significant effect on Purchase Decision. (4) Product Quality has a positive and significant effect on Purchase Decision. (5) Consumer Trust has a positive and significant effect on Purchase Decision. (6) Consumer Trust is able to mediate the effect of Brand Image on Purchase Decision. (7) Consumer Trust is able to mediate the effect of Product Quality on Purchase Decision.
date: 2025
date_type: published
pages: 117
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
referencetext: Abadhanny, R. (2019). Marketing Mix And Brand Image On Purchase Decision And Post Purchase Behaviour: Case Study Of Jogja Bay Waterpark. Proceedings on Engineering Sciences, 1, 883-900.

Abdillah, W. H. (2015). Partial Least Square (PLS). Yogyakarta: Andi.

Aditiya, C., Ningrum, N. K., & Cahyani, P. D. (2024). The Influence Of Product Quality And Brand Image On Purchase Decision Of Indosat Card Users With Customer Trust As An Intervening Variable (Case Study of Economics Faculty Students University Sarjanawiyata Tamansiswa Yogyakarta). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 12(2), 1939-1954.

Akbar, M. F. (2019). The influence of Product Quality and price on purchasing decisions at MITRAINDO South Tangerang Online Shop. Jurnal Ad'ministrare, 6(2), 237-248.

Anggriani, Y., Koestiono, D., & Andriani, D. R. (2022). The Influence of Product Quality, Price, Location On Purchase Decisions And Purpose of Purchase of Souvenir Products In Sikka Regency, Ntt. Agricultural Socio-Economics Journal, 22(2), 143-150.

Arikunto, S. (2006). Prosedur Penelitian Suatu Pendekatan Praktik Edisi Revisi VI. Jakarta : RinekaCipta.

Armstrong, K., & Kotler, P. (2015). Marketing an Introducing Prentice Hall.

Assaker, G., O’Connor, P., & El-Haddad, R. (2020). Examining an integrated model of green image, perceived quality, satisfaction, trust, and loyalty in upscale hotels. Journal of Hospitality Marketing and Management, 29(8), 934–955. https://doi.org/10.1080/19368623.2020.1751371

Burman, F. A., & Iqbal, M. A. (2019). The effect of website quality and Brand Image on consumer Purchase Decisions with trust as an Intervening variable (case study at bukalapak. com). European Journal of Business and Management, 11(28), 76-82.

Effendi, Z. R., Sentosa, E., & Nursina, N. (2022). Pengaruh citra merek, kualitas produk, dan promosi terhadap keputusan pembelian konsumen pada Seikou Coffee Depok. IKRAITH-EKONOMIKA, 5(1), 31-38.

Fahrurrazi, R. A., & Susila, I. (2024). Analysis of the Influence of Brand Image and Customer Reviews on Purchase Decisions Mediated by Customer Trust in the Shopee Marketplace. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 2689-2712.

Faritzal, A., Sari, V. N., Lestri, C. S., Putri, A. G., Raihan, B., & Wendhiarko, R. H. (2021). The influence of price, Product Quality, and Brand Image on Purchase Decisions for ultra UHT milk products during the Covid-19 pandemic in Indonesia. Rigeo, 11(5).

Ferdinand, A. (2014). Metode Penelitian Manajemen: Pedoman penelitian untuk penulisan skripsi, tesis dan disertasi ilmu manajemen (5th ed.). Badan Penerbit Universitas Diponegoro.

Genoveva, G., & Utami, N. N. (2020). The influence of Brand Image, halal label, and halal awareness on customers purchasing decision of halal cosmetic. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 355-365.

Giampietri, E., Verneau, F., Del Giudice, T., Carfora, V., & Finco, A. (2018). A Theory of Planned behaviour perspective for investigating the role of trust in consumer purchasing decision related to short food supply chains. Food Quality and Preference, 64, 160-166.

Halim, P., Swasto, B., Hamid, D., & Firdaus, M. R. (2014). The influence of Product Quality, Brand Image, and quality of service to customer trust and implication on customer loyalty (survey on customer brand sharp electronics product at the South Kalimantan Province). European Journal of Business and Management, 6(29), 159-166.

Hartono, B. (2022). Pengaruh Kualitas dan Brand Image terhadap Keputusan Pembelian Produk Sepatu Converse. Transekonomika: Akuntansi, Bisnis dan Keuangan, 2(6), 401-412.

Hidayat, W. G. P. A. (2023). The Influence of Halal Label and Product Quality on the Purchasing Decision Process of Wardah Cosmetics by Using Brand Image as an Intervening Variable. International Journal of Islamic Thought and Humanities, 2(1), 139-155.

Hidayatulloh, E. G. (2024). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Dan Dampaknya Pada Kepuasan Pelanggan Sepatu Merek Nike Di Universitas Pelita Bangsa Cikarang (Doctoral dissertation, Universitas Pelita Bangsa).

Ichwanudin, W. (2018). Modul Praktikum Alat Analisis Statistik Partial Least Square (PLS). Serang: Laboratorium Studi Manajemen Fakultas Ekonomi dan Bisnis.

Indrasari, M. (2019). Pemasaran dan Kepuasaan Pelanggan: pemasaran dan kepuasan pelanggan. unitomo press.

Irfan, S., Halik, A., & Panjaitan, F. A. B. K. (2022). Analysis of the Influence of Product Quality and Price Perceptions on the Purchase Decision of Orthopedic Implant Products (Kangli) Through Consumer Trust as Intervening Variables in Pt. Java Almeda Mandiri in Surabaya, 6(1), 27-34.

Kotler, Philip and Kevin Lane Keller. (2016). Marketing Management 15th edition. New Jersey: Pearson Pretice Hall, Inc.

Lien, C.H., Wen, M.J., Huang, L.C. & Wu, K.L. (2015). Online Hotel Booking: The Effects Of Brand Image, Price, Trust And Value On Purchase Intentions. Asia Pacific Management Review. Vol. 20: 210-218.

Maharani, N. D., Puspaningrum, A., & Isharina, I. K. (2023). The effect of perceived Product Quality and Brand Image on Purchase Decision with trust as mediation. Journal of Business and Management Review, 4(4), 254-269.

Maulana, Y. S., & Marista, M. (2021). The Effect of Brand Image and Brand Trust on Oppo Cellphones Purchasing Decisions In Banjar City. Jurnal Manajemen Bisnis, 8(2), 214-225.

Mawardy, R. N., & Lestari, W. D. (2023). Analisis Pengaruh Product Quality Dan Gaya Hidup Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Mie Gacoan Di Surakarta). Jurnal Bisnis dan Manajemen, 3(4), 876-884.

Nasution, L. M. (2017). Statistik deskriptif. Hikmah, 14(1), 49-55.

Nasution, S. L. A., Limbong, C. H., & Ramadhan, D. A. (2020). Pengaruh kualitas produk, citra merek, kepercayaan, kemudahan, dan harga terhadap keputusan pembelian pada e-commerce shopee (Survei Pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 43-53.

Nofrizal, N., Sucherly, S., Juju, U., Khairani, Z., Soviyanti, E., Hadiyati, H., & Arizal, N. (2023). Can Product Quality Improve Purchase Decisions in E-Commerce and Social Media through Customer Loyalty and Trust?. Binus Business Review, 14(2), 147-161.

Oghazi, P., Karlsson, S., Hellström, D., & Hjort, K. (2018). Online purchase return policy leniency and Purchase Decision: Mediating role of Consumer Trust. Journal of Retailing and Consumer Services, 41, 190-200.

Putra, D. P. B. D., & Mahyuni, L. P. (2024). The Influence of Word of Mouth, Product Quality, and Perception of Benefits on the Decision to Purchase, with Consumer Trust as a Mediator. Jurnal Manajemen Bisnis, 11(2), 1791-1804.

Rachbini, W. (2018). The impact of Consumer Trust, perceived risk, perceived benefit on purchase intention and Purchase Decision. International Journal of Advanced Research, 6(1), 1036-1044.

Rosanti, N., & Salam, K. N. (2021). The Effects of Brand Image and Product Quality on Purchase Decisions. Quantitative Economics and Management Studies, 2(6), 365-375.

Sampe, Y. D., & Tahalele, M. (2023). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Merek Vivo Pada Toko Bandung Jaya AY Patty Ambon. Jurnal Administrasi Terapan, 2(1), 48-59.

Santoso, S. (2011). Structural equation modeling. Elex Media Komputindo.

Sekaran, U., & Bougie, R. (2017). Metode penelitian untuk bisnis: Pendekatan pengembangan-keahlian, edisi 6 buku 1.

Septiani, S., & Prambudi, B. (2021). Pengaruh kualitas produk dan harga terhadap keputusan pembelian smartphone oppo. Journal of Management: Small and Medium Enterprises (SMEs), 14(2), 153-168.

Setiadi, J. (2016). Perilaku Konsumen (edisi revisi). Jakarta : Kencana Perdana

Sihombing, L. A., Suharno, S., Kuleh, K., & Hidayati, T. (2023). The effect of price and Product Quality on consumer purchasing decisions through Brand Image. International journal of finance, economics and business, 2(1), 44-60.

Sinaga, E. M., Fitrianingsih, F., & Lestari, I. (2023). Pengaruh Citra Merek dan Label Halal Terhadap Keputusan Pembelian Produk Lipstik Wardah dengan Kepercayaan Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Mahasiswi STIE Bina Karya Tebing Tinggi). Jurnal Ilmiah Edunomika, 7(1).

Solihin, Mahfud dan Ratmono, Dwi, (2013). Analisis SEM-PLS dengan WarpPPL 3.0,. Yogyakarta:ANDI

Sugiyono. (2017). Metode Penelitian Kuantitatif dengan Metode R&D. Bandung : Alfabeta.

Suhardi, Y., Munandar, D., Sampurna, D. S., Pragiwani, M., & Diana, D. (2024). The Influence Of Brand Image, Promotion And Product Quality On Purchase Decisions For Ardeponds Indonesia (Case Study Of Ardeponds Indonesia Skincare In Pulogadung District). International Journal of Artificial Intelligence Research, 8(1.1).

Suhaily, L., & Darmoyo, S. (2017). Effect of Product Quality, perceived priceand Brand Image on Purchase Decision mediated by customer trust (study on Japanese brandelectronic product). Jurnal manajemen, 21(2), 179-194.

Tampinongkol, V. M., & Mandagie, Y. (2018). Analisis pengaruh word of mouth, kualitas produk dan Brand Image terhadap keputusan pembelian sepatu converse di manado town square. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4).

Taufik, E. R., Simarmata, M. Y., & Damarwulan, L. M. (2021). Mediasi Kepercayaan Konsumen Pada Hubungan Kualitas Produk Dan Persepsi Risiko Terhadap Keputusan Pembelian Di Marketplace (Survey pada Mahasiswa Universitas Sultan Ageng Tirtayasa). Jurnal Riset Bisnis Dan Manajemen Tirtayasa (JRBMT), 5(1), 33-47.

Tjahjaningsih, E., Nastiti, H. D., Isnowati, S., & UN, D. H. (2022). The Effect of Word of Mouth and Brand Image on Trust and Purchase Intention. Fokus Ekonomi: Jurnal Ilmiah Ekonomi, 17(2), 262-276.

Tjiptono, F. (2008). Strategi Pemasaran, Edisi III, Yogyakarta: CV. Andi Offset.

Tjiptono, F. (2015). Strategi Pemasaran, edisi keempat. Yogyakarta: CV Andi Offset.

Ul’fah Hernaeny, M. P. (2021). Populasi dan sampel. Pengantar Statistika, 1(33), 342-351.

Umma, N., & Nabila, R. (2023). Pengaruh online customer review, citra merek dan religiusitas terhadap keputusan pembelian dengan kepercayaan konsumen sebagai variabel Intervening (studi pada pengguna marketplace shopee generasi z). IQTISHADIA Jurnal Ekonomi & Perbankan Syariah, 10(1), 30-47.

Uripto, C., & Lestari, R. (2023). The Influence of Promotion, Brand Image and Product Quality on Purchasing Decisions Through Consumer Trust in Bata Brand Shoe Outlets Mall Cibubur Junction East Jakarta. JMKSP (Jurnal Manajemen, Kepemimpinan, Dan Supervisi Pendidikan), 8(2), 1310-1324.

Waani, N. C., Mangantar, M., & Uhing, Y. (2022). Perbedaan Sikap Konsumen Dalam Keputusan Pembelian Niu Green Tea Dan The Botol Sosro (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Unsrat). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1), 1004-1013.

Wijaya, A. G., & Zulfa, M. (2017). the effect of word of mouth, price perception, Brand Image and trust on Purchase Decision using purchase intention as an Interveningvariable (study at middle class housing in Semarang). IJIBE (International Journal of Islamic Business Ethics), 2(3), 1-12.

Wijaya, N. Q. (2024). The effect of Product Quality, price and distribution channels on purchasing decisions. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 903-912.

Zamrudi, Z., Suyadi, I., & Abdillah, Y, (2017), The Effect Of Social Commerce Construct And Brand Image On Consumer Trust And Purchase Intention. Jurnal Administrasi Bisnis, 10(1), 1–13

Zhang, Y, (2015), The Impact Of Brand Image On Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3: 58-62.

Zhu, Dong Hong & Deng, Zhong Zhun & Chang, Ya Ping, (2020). "Understanding the influence of submission devices on online consumer reviews:A comparison between smartphones and PCs," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
citation:   Aulia, Muhammad Idzhar  (2025) PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN CONSUMER TRUST SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Sepatu Merek Converse di Kota Depok).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/50133/2/Muhammad%20Idzhar%20Aulia_5551210039_02.pdf
document_url: https://eprints.untirta.ac.id/50133/3/Muhammad%20Idzhar%20Aulia_5551210039_05.pdf
document_url: https://eprints.untirta.ac.id/50133/4/Muhammad%20Idzhar%20Aulia_5551210039_03.pdf
document_url: https://eprints.untirta.ac.id/50133/5/Muhammad%20Idzhar%20Aulia_5551210039_Ref.pdf
document_url: https://eprints.untirta.ac.id/50133/6/Muhammad%20Idzhar%20Aulia_5551210039_04.pdf
document_url: https://eprints.untirta.ac.id/50133/7/Muhammad%20Idzhar%20Aulia_5551210039_Lamp.pdf
document_url: https://eprints.untirta.ac.id/50133/8/Muhammad%20Idzhar%20Aulia_5551210039_Fulltext.pdf
document_url: https://eprints.untirta.ac.id/50133/17/Muhammad%20Idzhar%20Aulia_5551210039_01.pdf