JURNAL MANAJEMEN MOTIVASI
Vol 21 No 2 (2025): Jurnal Manajemen Motivasi

The Influence of Product Quality and Price on Purchase Decisions with Brand Image as a Mediating Variable (A Survey on Local Patrobas Shoe Users Among Gen-Z in Sukabumi City)

Danendra, Rafi (Unknown)
Jhoansyah, Dicky (Unknown)
Komariah, Kokom (Unknown)

Article Info

Publish Date
10 Jul 2025

Abstract

This study aims to analyze the influence of product quality and price on purchase decisions with brand image as a mediating variable among Patrobas shoe users in the Gen-Z demographic in Sukabumi. A quantitative approach was used with SEM-PLS analysis involving 200 respondents. The results indicate that product quality and brand image significantly affect purchase decisions, while price does not have a direct effect. However, brand image mediates the influence of product quality and price on purchase decisions. The findings provide strategic recommendations for companies to enhance brand image and product quality perception

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...