Business Strategy on Purchasing Decisions with Purchase Intention as a Mediating Variable in the Powder Coating

Abstract

It is important for companies to continuously strive to improve their brand image. This study aims to evaluate the influence of product quality and price on purchasing decisions, with brand image as a mediating variable, among powder coating product consumers. Data collection was conducted by distributing questionnaires to powder coating consumers domiciled in East Java. The collected data were then analyzed using the SmartPLS statistical application to test the relationship between variables. The results of the study indicate that product quality directly influences purchasing decisions, brand image as a mediator also has a positive influence on purchasing decisions. Meanwhile, price is proven to have a significant effect on brand image, both directly and indirectly through brand image.