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All Journal Agromet Jurnal Ilmu Lingkungan Media Kesehatan Masyarakat Indonesia Jurnal Kesehatan Masyarakat Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (Journal of Natural Resources and Environmental Management) SINEKTIKA: Jurnal Arsitektur Forum Geografi SC (Savana Cendana) : Jurnal Pertanian Konservasi Lahan Kering Jurnal Terapan Abdimas Jurnal Penelitian Pendidikan IPA (JPPIPA) LANGKAU BETANG: JURNAL ARSITEKTUR Jurnal Pengabdian Masyarakat AbdiMas JURNAL PENDIDIKAN TAMBUSAI Jurnal Entomologi Indonesia JURNAL METEOROLOGI DAN GEOFISIKA Journal of Economics and Business Aseanomics Jurnal Perspektif: Jurnal Kajian Sosiologi dan Pendidikan Jurnal Tanah dan Iklim Jurnal Orientasi Bisnis dan Entrepreneurship Jurnal Mandala Pengabdian Masyarakat Prosiding (SIAR) Seminar Ilmiah Arsitektur Jurnal Pengabdian Masyarakat Bhinneka Journal of Accounting, Management and Economics Research Jurnal Pendidikan Geosfer Warta LPM Research of Accounting and Governance Research of Business and Management Journal of Entrepreneurship and Community Innovations Research of Economics and Business Research of Islamic Economics (RIE) Marketing and Business Strategy Jurnal Meteorologi dan Geofisika
Rini Hidayati
Department Of Geophysics And Meteorology, Faculty Of Mathematics And Natural Sciences, IPB University, Dramaga Campus, Bogor, Indonesia 16680
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Materials Science & Nanotechnology Physics Public Health Social Sciences Other

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Journal : Marketing and Business Strategy

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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 Abdul Syakur Absar, Rizki Maulana Abytia Etika Banja Achmad Fathoni Akhmad Faqih Al Maula, Sugha Faiz Alfianita, Dinna Alif Akbar Syafrianno Alimatul Rahim Amin Mansur Ana Turyanti Ananta Hagabean Nasution Andini, Pewyni Dinda Andriyani, Dellia Yunia Ardhasena Sopaheluwakan Arinda, Dela Arnida Lailatul Latifah Asaari, Masagus Azhima, Farah Fauzan Bambang Dwi Dasanto Basri, Eko Prasetyo Berlian, Devi Bregas Budianto Byarwati, Muslikh Anis Citra Musafirah Isni Wahid Cokroadhisuryani, Hafidz Daniel Naek Chrisendo Dedldia, Desya Delia, Desya Dhani Mutiari Dipraja, Mazaya Raffrabiha Dirgha A. S. Adinegara Divina Umanita Iliyyan Dwi Adelianingsih Dwi Haryanti, Dwi Elania Aflahah Evi Sepri Yanti Fadhilla Tri Nugrahaini Faizah, Afifah Nur Farhan, Farid Maftuh Fatkhuroyan Fatkhuroyan Fatkhuroyan Fatkhuroyan, Fatkhuroyan Fitri Eriyanti Flegor Hermes Sabuna Furqon Alfahmi Ghazali, Muhammad Gustari, Indra Handoko Handoko Handoko Handoko Hanny Nirwani Hariani, Lilik Sri Harjoko, Tatang Kusuma Hasyim, Ahmad Maulana Hidayat, Nizar Manarul Hutami Nur Saputri Ihsandi, Ezy Natan Ikoh Maufikoh Imelda Sari Impron Impron Indra Gustari Indrawati Indrawati Indrawati, I Isnaniah, Isnaniah Iswari, Maidilla Jati, Aden Bagus Kumoro Kusuma, Rifky Adam Lavenia, Rindy Lesi Mareta Lily Deviastri Lukman Hakim Lukman Hakim M. BL. de Rozari Mahiorh, Aqilah Widyas Maiyulisna, Maiyulisna Mamenun Mamenun Mamenun Mamenun Mansur, Amin Mareta, Lesi Marlia, Ade Meidiati Sekarsari Melya, Doa Ina Rista Muh. Taufik Muh. Taufik Muhammad Syafei Muslikh Muslikh Muslikh Muslikh Muslikh Muslikh Musthofa, Zaini Naufal, Hazza Daffa Ningrum, Ajeng Cahya Noper Tulak Novvria Sagita Novvria Sagita Nugroho, Aditya Pratama Nur Rahmawati Syamsiyah Nurhasan Nurhasan, Nurhasan Oktavian, Rifai Muhammad P. Perdinan Penny Rahmah Fadhillah Perdana Wahyu Santosa Prasetya, Fahrizal Ary Pratama, Resti Putri Insyani, Nurdawani Rahmadi, Naufal Rasyid Rahmat Hidayat Rahmat Hidayat Rahmat Hidayat Ramadhani, Reyhan Pasha Rayhand, Muhammad Ahmal Revia Muharrami Rizaldi Boer Roberto I. C. O. Taolin Roid, Al Majiid Bagus Safitri, Aida Nur Sagita, Fenny Yusuf Dwi Santikayasa, I Putu Saputra, Arya Bima Saputri, Mahardian Alfajrina Saudah, Urifatus Septina Tri Anggiani Setiawan, Romi Shaleh, Khairul Siti Marhamah Siti Marhamah, Siti Sjafrida Manuwoto Sofyan, Devied Apriyanto Subing, Hesty Juni Tambuati Supari Supari Tania June Tia Hardiyanah Toto Heriyanto Upik Kesumawati Hadi Wafa, Muhammad Husnul Wibawani, Arga Rosa Widyastuti, Novi Dwi Wilda Maulina Wirdanengsih Wirdanengsih Wisnu Setiawan Witasari, Upit Yon Sugiarto Yonny Koesmaryono Yuli Ifana Sari, Yuli Ifana Zhafiraah, Nazma Riska