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All Journal Quantitative Economics and Management Studies International Journal of Business, Law, and Education Journal of Artificial Intelligence and Digital Business Mandalika Journal of Community Services Jurnal Ekonomi, Manajemen, Akuntansi Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis
Yolanda Mohungo
Universitas Khairun
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Social Sciences Other

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The Influence of Brand Image and Product Quality on Purchasing Decisions for Avoskin Skincare Products Mediated by Consumer Trust in Ternate City Siti Mutia Abd. Gani; Yolanda Mohungo; Himawan Sarju
International Journal of Business, Law, and Education Vol. 7 No. 1 (2026): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v7i1.1361

Abstract

This study aims to analyze the effects of brand image and product quality on the purchasing decisions of Avoskin skincare products, with consumer trust as the mediating variable. This research employs a quantitative, survey-based approach. The sample consists of 126 respondents who are consumers of Avoskin skincare products in Ternate City, selected using purposive sampling. Data were collected through questionnaires using a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that brand image and product quality have a positive and significant effect on purchasing decisions. Brand image and product quality also have a positive and significant effect on consumer trust. Consumer trust has a positive and significant effect on purchasing decisions. Furthermore, consumer trust does not mediate the effect of brand image on purchasing decisions but partially mediates the effect of product quality on purchasing decisions.
Co-Authors Apriyani Safitri Fadhliah M. Alhadar Fikri Mayau Himawan Sarju Irawan Herdiyanto Juniyati Juniyati Jusni Khaeril, Khaeril Laela Madris Muhammad Asdar Naila Sahril Nikita Astria safri Panigoro Siti Mutia Abd. Gani Sulfi Abdul Haji Tity Alayda Hasan