The Influence of Brand Image, Product Quality, and Price on Consumer Purchasing Decisions

Abstract

Consumer purchasing decisions are key behaviors that determine the success of a business in an increasingly competitive market. This study aims to analyze and test the influence of brand image, product quality, and price on consumer purchase decisions. The research approach used is quantitative with an expplanatory design. The population in this study is consumers of durable goods products in the Central Jakarta area, with a sample of 150 respondents taken using a non-probability sampling technique in the form of purposive sampling. Data analysis was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS software version 4.2.9. The results of the study showed that brand image has a positive and significant influence on consumer purchase decisions, product quality has a positive and significant influence on consumer purchase decisions, and price has a negative but significant influence on consumer purchase decisions. These findings contribute to the development of consumer behavior theory and become a practical reference for business people in formulating effective marketing strategies to improve consumer purchasing decisions.