The Role of Trust in Mediating the Influence of Brand Image and Product Quality on Purchase Decisions (Study on Consumers of Blush On Wardah Cosmetic Products on Shopee)
Keywords:
Brand Image, Product Quality, Brand Trust, Purchase DecisionsAbstract
This study is motivated by a gap between the strong brand image and product quality of Wardah and the relatively low sales performance of Wardah Blush On on the Shopee platform. This study aims to analyze the influence of brand image and product quality on purchase decisions, with brand trust as a mediating variable. This study utilizes a quantitative approach with a causal design. The research sample consists of 287 female consumers who use and purchase Wardah Blush On on Shopee, selected using a purposive sampling technique. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) assisted by SmartPLS 4. The results indicate that brand image and product quality have a positive and significant effect on both purchase decisions and brand trust. Brand trust also has a positive and significant effect on purchase decisions. Furthermore, brand trust is proven to partially mediate the influence of brand image and product quality on purchase decisions. These findings demonstrate that strengthening consumer trust in a brand can enhance the effectiveness of brand image and product quality in driving purchase decisions for Wardah Blush On products on Shopee.References
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