KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL WULING: PERAN MEDIASI KEPERCAYAAN MEREK

Abstrak

This study aims to analyze the effect of product quality, brand image, and price on purchase decisions, both directly and through brand trust as a mediating variable, among Wuling car consumers in Kendari City. The study employs a quantitative approach with a survey design. Data were collected through questionnaires measured on a five-point Likert scale from 96 respondents selected by purposive sampling, namely Wuling car users who had purchased from PT. Wuling Kumala Kendari and live in Kendari City. The data were analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS) with SmartPLS 4. The results show that product quality, brand image, and price have a positive and significant effect on purchase decisions and on brand trust. Brand trust has a positive and significant effect on purchase decisions and partially mediates the effect of product quality, brand image, and price on purchase decisions. Price emerges as the strongest determinant of both brand trust and purchase decisions. These findings suggest that dealers of emerging automotive brands should combine competitive pricing, consistent product quality, and a positive brand image to build the brand trust that drives purchase decisions.

Kata kunci

• Brand Image
• Brand Trust
• Price
• Product Quality
• purchase decision