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All Journal EKOBIMA Ekonomi Bisnis dan Manajemen
Helviani Rifdah Nazwa
Universitas Garut
Economics, Econometrics & Finance Social Sciences Other

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Pengaruh Kualitas Produk Terhadap Keputusan Pembelian: Kepercayaan Sebagai Variabel Mediasi (Studi Kasus Eyeshadow Pinkflash) Helviani Rifdah Nazwa; Rahyuniati Setiawan; Wufron
Jurnal Ekonomi Bisnis dan Manajemen Vol. 4 No. 1 (2026): EKOBIMA: Jurnal Ekonomi Bisnis dan Manajemen - Juni 2026
Publisher : POLITEKNIK LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/ekobima.v4i1.2972

Abstract

This study uses a case study of Pinkflash Eyeshadow in the Indonesian market to assess the influence of product quality on consumer purchase decisions by looking at trust mediation. Using primary data gathered from a survey of 189 respondents who had performed one transaction, this study employs an expsplanatory quantitative methodology. The data was analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The findings demonstrated that product quality had a favorable and significant impact on purchasing decisions. Furthermore, high-quality products significantly increase consumer trust, which has a significant impact on purchasing decisions. Mediation testing indicates that consumer trust plays a role in mediating the relationship between product quality and purchasing decisions. This suggests that Effectiveness product quality in facilitating transactions is not only determined by product specifications, but also through product's ability to foster consumer trust. This study offers theoretical contributions to enhance the integration of consumer behavior and marketing perspectives, as well as practical implications for businesses in developing product strategies focused on maintaining a positive reputation and fostering trust.
Co-Authors Setiawan, Rahyuniati Wufron Wufron