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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Dinasti International Journal of Digital Business Management West Science Business and Management Epsilon : Journal of Management (EJoM)
Jushermi Jushermi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Product Quality and Price Perception on Purchase Decisions Through Brand Trust on Zoya Fashion Products in Pekanbaru City Futri Janila Andani; Jushermi Jushermi; Agnes Alvionita
West Science Business and Management Vol. 4 No. 01 (2026): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v4i01.2491

Abstract

This study aims to analyze the impact of product quality and price perception on buying decisions through brand trust regarding Zoya fashion products in Pekanbaru City. With the increasing interest of the public in Muslim fashion, Zoya, as one of the leading brands, faces challenges in maintaining its market share. The research method used is a survey with a questionnaire involving 100 respondents who are Zoya consumers. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS).The results show that (1) product quality has a significant positive effect on brand trust; (2) price perception also has a significant positive effect on brand trust; (3) product quality significantly positively influences purchase decisions; (4) price perception has a significant negative effect on purchase decisions; (5) brand trust significantly positively influences purchase decisions; (6) brand trust mediates the effect of product quality on purchase decisions; and (7) brand trust mediates the effect of price perception on purchase decisions
PENGARUH HARGA, KUALITAS PRODUK DAN BRAND AMBASSADOR TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DIKOTA PEKANBARU Zafira Hasna; Jushermi Jushermi; Henni Noviasari
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 12, No 2 (2025): : (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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Abstract

This study aims to determine the effect of price, product quality and brand ambassador onpurchasing decisions and customer satisfaction of scarlett whitening products in Pekanbarucity. The population in this study were consumers who bought and used scarlett whiteningproducts in Pekanbaru city, the number of which is not known for sure. Sampling usednonprobability sampling with purposive sampling technique and 120 people were selected tobe samples. The data analysis method used structural equation model (SEM) with the helpof SmartPLS software version 3.0. The results of the study showed that: 1) Price has apositive and significant effect on purchasing decisions; 2) Product quality has a positive andsignificant effect on purchasing decisions; 3) Brand ambassador has a positive andsignificant effect on purchasing decisions; 4) Purchasing decisions have a positive andsignificant effect on customer satisfaction; 5) Price has a positive and significant effect oncustomer satisfaction through purchasing decisions; 6) Product quality has a positive andsignificant effect on customer satisfaction through purchasing decisions; 7) Brandambassador has a positive and significant effect on customer satisfaction throughpurchasing decisions.Keywords: Price, Product Quality, Brand Ambassador, Purchasing Decision and CustomerSatisfaction
Co-Authors Agnes Alvionita Aida Nursanti Arini Novandalina Arwinence Pramadewi Bayu Rosyahdi Danty Sukma Nabillah Deny Danar Rahayu Dewita Suryati Ningsih Efiana Efiana Futri Janila Andani Gatot Wijayanto Henni Novia Sari Henni Noviasari Magdalena Sari Yulfita Mardhatillah Indah Khairunnisa Marhadi Marhadi Muhamad Naufal Mustakim Nabilla, Mutiya Naldi Wija Agus Noviasari Henni Novriansyah Rahmat Nursanti Aida Pangestu Bagus Febrian Putra Eka Firmansyah Putri Rahma Suci Rahayu Danar Deny Ramadani Safitri Rendra Wasnury Restuti Sri Ristian Prasetyo Suci Mayang Sari Taufiqurrahman Taufiqurrahman Tengku Firli Musfar Ufi Mitsaqy Wulangi Wilang Yoggy Wahyudi Yoggy Wahyudi Yudika Ananda Yutiandry Rivai Zafira Hasna