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All Journal Research of Business and Management Research of Economics and Business Research of Islamic Economics (RIE) Human Capital and Organizations Marketing and Business Strategy
Mansur, Amin
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Economics, Econometrics & Finance

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Journal : Marketing and Business Strategy

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Product Quality, Celebrity Endorsements, Brand Image, and Trust: Consumer Purchase Decisions Chandra, Saskia Maharani Putri; Mansur, Amin
Marketing and Business Strategy Vol. 2 No. 1 (2024): NOVEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i1.262

Abstract

This research aims to determine the influence of product quality, celebrity endorser, brand image and brand trust on purchasing decisions for Scarlett Whitening products in DKI Jakarta. The population in this research is the entire community. The sampling technique used was a non-probability technique and the number of samples was determined as 100 according to the hair formula. Data was collected using a questionnaire instrument method. The data analysis method used is multiple linear analysis. The results show that (1) product quality has a positive and significant effect on purchasing decisions. (2) celebrity endorsers have a positive and significant effect. (3) partially, brand image has a positive and significant effect. (4) Partially, brand trust has a positive and significant effect on purchasing decisions. The managerial implication of these findings is that companies need to focus on improving product quality, selecting relevant and influential celebrity endorsers, and building and maintaining a strong brand image and trust to maximize consumer purchasing decisions. This research contributes to a deeper understanding of how these factors, particularly in the context of popular celebrity endorsers on social media, may influence consumer purchasing preferences.
From Image to Action: How Brand Image and Product Quality Shape Purchase Decisions through Brand Trust Faizah, Afifah Nur; Hidayati, Rini; Mansur, Amin
Marketing and Business Strategy Vol. 3 No. 1 (2025): NOVEMBER 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v3i1.353

Abstract

This study examines the effect of brand image and product quality on purchasing decisions, with brand trust as an intervening variable. The population consists of consumers who have purchased and used Buttonscarves hijabs in Central Jakarta, with a sample of 115 respondents selected through purposive sampling. Using a quantitative method, data were collected via questionnaires and analyzed with SPSS and PLS-SEM. The results show that brand image and product quality both have positive and significant effects on purchasing decisions. Brand image and product quality also positively and significantly influence brand trust. Furthermore, brand trust has a positive and significant effect on purchasing decisions. However, brand trust does not mediate the relationship between brand image and purchasing decisions but does mediate the effect of product quality on purchasing decisions. The managerial implication suggests that management should collaborate with marketing professionals to strengthen brand image, build consumer trust, and maintain consistent communication regarding product quality standards across all organizational levels.
Co-Authors Abelmar, Ryan Farhan Chandra, Saskia Maharani Putri Faizah, Afifah Nur Farah, Ismi Addini Karimullah Karimullah Lovita, Erna Nabila, Raihan Nabila, Shafwa Cinta Rini Hidayati Wijaya, Dody Hadi Zhafiraah, Nazma Riska