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All Journal Media Ekonomi dan Manajemen
Lim, Jack Sen
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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Exploring the Effect of Quality, Sophistication, Brand Image, and Marketing Mix on Willingness to Pay: Does Trust Mediate the Relationship? Kesumahati, Erilia; Lim, Jack Sen; Putra, Edy Yulianto
Media Ekonomi dan Manajemen Vol 41, No 1 (2026): January 2026
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v41i1.6646

Abstract

The premium imported car market involves high perceived risk and intense competition, making consumer trust a key determinant of willingness to pay premium prices. While product quality, brand image, and marketing strategies are considered important drivers of consumer trust, empirical evidence explaining their combined effects particularly the role of sophistication remains limited in emerging markets. This study aims to examine the effects of product quality, service quality, sophistication, brand image, and marketing mix on trust and its impact on consumers’ willingness to pay for premium imported cars. This quantitative study involved 367 owners of premium imported cars in Indonesia, selected using purposive sampling. Data was analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) with SmartPLS 3. The results show that product quality, service quality, brand image, and marketing mix have significant positive effects on trust, while sophistication does not have a significant effect on trust. In addition, trust significantly influences consumers’ willingness to pay premium prices. These findings highlight the importance of trust-building mechanisms through quality, branding, and marketing strategies. The study contributes to trust and signaling theory by clarifying which brand and marketing attributes effectively drive willingness to pay in the premium automotive context.
Co-Authors Erilia Kesumahati Putra, Edy Yulianto