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p-Index From 2021 - 2026
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All Journal West Science Business and Management
Futri Janila Andani
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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; Alvionita, Agnes
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
Co-Authors Alvionita, Agnes Jushermi Jushermi, Jushermi