Pengaruh Citra Merek dan Layanan Purna Jual terhadap Keputusan Pembelian melalui Kepercayaan Pelanggan sebagai Variabel Mediasi pada Toko Emas Mirah

Wira Guna (Sekolah Tinggi Ilmu Ekonomi Yapis, Indonesia)
Ega Saiful Subhan (Sekolah Tinggi Ilmu Ekonomi Yapis, Indonesia)
Ibrahim Zakaria (Sekolah Tinggi Ilmu Ekonomi Yapis, Indonesia)

ProBisnis : Jurnal Manajemen
Vol. 17 No. 4 (2026): August: Management Science

This study aims to analyze the effect of Brand Image and After-Sales Service (BuyBack) on Buyer Decision with Customer Trust as a mediating variable at Toko Emas Mirah, Dompu Regency. This study used a quantitative approach with PLS-SEM analysis. The results showed that Brand Image had a positive and significant effect on Customer Trust (O = 0.333; T = 4.181; P = 0.000) and Buyer Decision (O = 0.276; T = 2.353; P = 0.019). After-Sales Service (BuyBack) had a positive and significant effect on Customer Trust (O = 0.542; T = 8.243; P = 0.000), but did not significantly affect Buyer Decision (O = 0.082; T = 0.749; P = 0.454). Customer Trust had a positive and significant effect on Buyer Decision (O = 0.303; T = 2.050; P = 0.040). The mediation results showed that Customer Trust did not mediate the effect of Brand Image on Buyer Decision (O = 0.101; T = 1.651; P = 0.099), but mediated the effect of After-Sales Service (BuyBack) on Buyer Decision (O = 0.164; T = 1.983; P = 0.047).