What does this research mean for the field?

Brand image significantly mediates the positive relationship between product quality and consumer purchasing decisions. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To evaluate the mediation role of brand image in the relationship between product quality and purchasing decisions.

March 4, 2025Indonesian Journal of Innovation Multidisipliner ResearchOpen Access

The Role of Brand Image in Mediating the Relationship between Product Quality and Purchasing Decisions

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To evaluate the mediation role of brand image in the relationship between product quality and purchasing decisions.
Accidental sampling method with 190 customers of Wardah products in Serang City.
Data collected through primary questionnaires and secondary sales data.
Descriptive and inferential statistical analysis performed using Smart PLS 3.0.
Product quality significantly influences purchase decisions positively.
Product quality positively affects brand image significantly.
Brand image positively mediates the relationship between product quality and purchase decisions.

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Implication

Randomized trial examines how brand image influences purchasing decisions based on product quality, suggesting significant impacts.

Cite This Study

Hermawan et al. (2025) studied this question.

synapsesocial.com/papers/6a2071cc55fc9dbe7378033f https://doi.org/10.69693/ijim.v3i1.332

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The Role of Brand Image in Mediating the Relationship between Product Quality and Purchasing Decisions

Key Points

Discussion

Implication

Cite This Study

The Role of Brand Image in Mediating the Relationship between Product Quality and Purchasing Decisions

Key Points

Discussion

Implication

Cite This Study

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