Causal Analysis of Strategic Determinants of Purchasing Decisions: Product Quality, Pricing, and Brand Equity from a Consumer Behavior Perspective

Abstract

Increasingly intense market competition requires companies to gain a deep understanding of the factors that determine consumer purchasing decisions. This study aims to analyze the influence of product quality, pricing, and brand equity on purchasing decisions, while also examining the causal relationships among these variables from the perspective of consumer behavior. A quantitative approach with an associative-causal research design was employed. The sample consisted of 200 respondents, selected using a purposive sampling technique from among consumers of durable goods in the DKI Jakarta region. Data processing was conducted using SPSS software (version 26). The results indicate that product quality, pricing, and brand equity each have a positive and significant individual impact on purchasing decisions. Furthermore, these three independent variables exert a significant simultaneous influence, with a coefficient of determination of 64.2%. The causality analysis reveals that brand equity plays a crucial role in strengthening the relationship between product quality, pricing, and purchasing decisions. This study contributes to the marketing literature by confirming that a marketing strategy integrating improvements in product quality, competitive pricing policies, and the development of strong brand equity will effectively drive consumer purchasing decisions.