Pengaruh Kualitas Produk dan Harga terhadap Minat Beli Konsumen dengan Peran Mediasi Brand Trust pada Konsumen Ayam Broiler PT Surya Sri Jati (SSJ)

Andy Yusuf Dwi Prasetyo
Lilik Nur Cholidah

Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Vol. 4 No. 3 (2025): Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan

This study investigates the influence of Product Quality and Price on Purchase Intention with Brand Trust as a mediating variable among broiler chicken consumers of PT Surya Sri Jati (SSJ) in Lamongan. Using a quantitative approach, descriptive method, and SEM-PLS analysis, data were collected via questionnaires from 125 respondents selected through purposive sampling. Results show that Product Quality significantly affects both Purchase Intention and Brand Trust. Price significantly affects Purchase Intention but has no significant effect on Brand Trust. Brand Trust significantly influences Purchase Intention and partially mediates the relationship between Product Quality and Purchase Intention. However, it does not mediate the relationship between Price and Purchase Intention. These findings highlight the importance of enhancing product quality and building brand trust to strengthen consumer purchase intention, while pricing strategies should aim to better support brand trust development.