The Influence of Product Quality and Price on Purchasing Decisions Through Brand Image as an Intervening Variable: A Case Study on Local Indonesian Perfumes

Firdaus, Aisha Malika (2025) The Influence of Product Quality and Price on Purchasing Decisions Through Brand Image as an Intervening Variable: A Case Study on Local Indonesian Perfumes. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri parfum lokal Indonesia telah mengalami pertumbuhan yang signifikan, didorong oleh tren meningkatnya permintaan terhadap produk buatan lokal yang menggabungkan keterjangkauan dengan kualitas tinggi. Konsumen semakin tertarik pada parfum Indonesia yang menawarkan aroma unik dan memiliki nilai budaya dengan harga yang terjangkau tanpa mengorbankan kualitas. Tren ini menunjukkan kemampuan merek lokal dalam menghadirkan parfum berkualitas tinggi yang sesuai dengan preferensi konsumen yang sensitif terhadap harga. Peran platform digital dan media sosial juga semakin mempercepat pertumbuhan ini, memungkinkan merek untuk berinteraksi langsung dengan konsumen. Penelitian ini mengkaji pengaruh kualitas produk dan harga terhadap keputusan pembelian konsumen, dengan citra merek sebagai variabel mediasi dalam pasar yang berkembang pesat ini. Dengan menggunakan pendekatan kuantitatif, penelitian ini mengumpulkan data dari konsumen parfum lokal Indonesia melalui kuesioner. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modelling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa kualitas produk dan harga berpengaruh positif terhadap keputusan pembelian, dengan citra merek berperan sebagai variabel intervening dalam industri parfum lokal Indonesia. Dengan memberikan pemahaman yang lebih dalam mengenai peran citra merek sebagai mediator dalam hubungan antara kualitas produk, harga, dan keputusan pembelian, penelitian ini berkontribusi pada literatur akademik. Secara manajerial, penelitian ini memberikan wawasan berharga bagi bisnis parfum lokal untuk meningkatkan posisi pasar mereka dan pada akhirnya memperkuat loyalitas merek di industri parfum yang sangat kompetitif.
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The local Indonesian perfume industry has seen significant growth, driven by trends such as a rising demand for locally made products that balance affordability with high quality. Consumers are increasingly drawn to Indonesian perfumes that offer unique, culturally resonant scents at accessible price points, without compromising on quality. This trend highlights the ability of local brands to deliver high-quality fragrances that cater to the preferences of price-conscious consumers. The role of digital platforms and social media has further accelerated this growth, enabling brands to directly engage with consumers. This research examines the influence of product quality and price on consumer purchasing decisions, with brand image as a mediating factor, within this rapidly expanding market. Using a quantitative approach, this study collects data from Indonesian local perfume consumers through questionnaires. Partial Least Square-Structural Equation Modelling (PLS-SEM) was used for the data analysis. The findings of this study indicate that product quality and price have a positive influence on purchase decision with brand image act as an intervening variable on the local Indonesian perfumes. By offering a deeper understanding of the function of brand image as a mediator in the relationship between product quality, price, and purchasing decisions, this study contributes to the academic literature. By highlighting the importance of product quality and pricing strategies that meet consumer expectations, managerially with useful insights for local perfume businesses to improve their market position and, eventually, strengthen brand loyalty in the fiercely competitive perfume industry.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Image, Consumer Purchase Decision, Local Indonesian Perfume Industry, Price, Product Quality. Citra Merek, Keputusan Pembelian Konsumen, Industri Parfum Lokal Indonesia, Harga, Kualitas Produk.
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Aisha Malika Firdaus
Date Deposited:	01 Feb 2025 14:48
Last Modified:	01 Feb 2025 14:48
URI:	http://repository.its.ac.id/id/eprint/117646

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