THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE THROUGH PURCHASING DECISIONS ON KISPRAY KASTURI CONSUMER LOYALTY IN PISANGAN TIMUR (EAST JAKARTA)

  • Safira Ramadhani Progam Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I
  • Endri Sentosa Progam Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I
  • Nana Trisnawati Progam Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I
  • Mahmud Progam Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I
  • Mahmud Progam Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I

Abstract

This study analyzes the effect of product quality and brand image on purchasing decisions and consumer
loyalty for Kispray Kasturi products in Kelurahan Pisangan Timur, East Jakarta. Product quality and brand
image are hypothesized to influence purchasing decisions, which shape consumer loyalty, with six
hypotheses (H1–H6) proposed to test them. This quantitative study involved 100 housewife respondents
aged 25–35 years using purposive sampling and was analyzed using PLS-SEM. Product quality and brand
image have a positive and significant effect on purchasing decisions (0.566; 0.213) and consumer loyalty
(0.336; 0.178), while purchasing decisions have a significant effect (0.519) and simultaneously mediate
both relationships, with R-Square values of 0.450 and 0.756. Product quality is the most dominant factor;
the company is advised to prioritize product quality, while future researchers are advised to add other
variables

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Published
2027-07-05
How to Cite
Safira Ramadhani, Endri Sentosa, Nana Trisnawati, Mahmud, & Mahmud. (2027). THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE THROUGH PURCHASING DECISIONS ON KISPRAY KASTURI CONSUMER LOYALTY IN PISANGAN TIMUR (EAST JAKARTA). IKRAITH-EKONOMIKA, 10(2), 200 - 209. Retrieved from http://journals.upi-yai.ac.id/index.php/IKRAITH-EKONOMIKA/article/view/7906
Issue
Vol. 10 No. 2 (2027): IKRAITH-EKONOMIKA Vol 10 No 2 Juli 2027
Section
Articles