Impact of Product Quality and Brand Image on Purchase Decision for LGNSHOP Fashion Products

Nur Handayani; Ahmad Hidayat Sutawijaya

doi:10.37641/jimkes.v12i4.2436

Authors

Nur Handayani Universitas Esa Unggul
Ahmad Hidayat Sutawijaya Universitas Esa Unggul

DOI:

https://doi.org/10.37641/jimkes.v12i4.2436

Keywords:

Brand Trust, Consumer Perceived Value, Repurchase Intention, Customer Satisfaction

Abstract

This study aims to examine the impact of product quality and brand image on purchasing decisions of LGNShop fashion products, to uses a quantitative method with a survey involving 120 respondents who have used and purchased LGNShop products. The analysis results indicate that product quality and brand image have a positive and significant impact on purchasing decisions. Product quality is assessed based on high-quality materials, attractive designs, and product durability, while brand image is evaluated through effective marketing campaigns and good customer service. This study concludes that improving product quality and managing a good brand image will positively affect consumer purchasing decisions. The implication of this research is that LGNShop needs to continuously improve product quality and maintain a positive brand image to strengthen consumer trust and loyalty.

Keywords: Product Quality, Brand Image, Purchasing Decision, Fashion Products, LGNShop

Downloads

Download data is not yet available.

References

Zhang, N., Liu, R., Zhang, X. Y., & Pang, Z. L. (2021). The Impact Of Consumer Perceived Value On Repeat Purchase Intention Based On Online Reviews: By The Method Of Text Mining. Data Science and Management, 3, 22–32. https://doi.org/10.1016/j.dsm.2021.09.001

Benhardy, K. A., Hardiyansyah, Putranto, A., & Ronadi, M. (2020). Brand Image And Price Perceptions Impact On Purchase Intentions: Mediating Brand Trust. Management Science Letters, 10(14), 3425–3432. https://doi.org/10.5267/j.msl.2020.5.035

Song, H. J., Wang, J. H., & Han, H. (2019). Effect Of Image, Satisfaction, Trust, Love, And Respect On Loyalty Formation For Name-Brand Coffee Shops. International Journal of Hospitality Management, 79, 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011

Huang, L. C., Gao, M. & Hsu, P. F .(2019). A Study on the Effect of Brand Image on Perceived Value and Repurchase Intention in Ecotourism Industry. In Ekoloji (Vol. 28, Issue 107). https://www.researchgate.net/publication/349133180

Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived Value, Trust And Purchase Intention Of Organic Food: A Study With Brazilian Consumers. British Food Journal, 122(4), 1070–1184. https://doi.org/10.1108/BFJ-05-2019-0363

Khadka, K., Maharjan, S., Städtjänster, C. T., & Trivsel, (2017). Customer Satisfaction And Customer Loyalty.

Otto, A.S., Szymanski, D.M. & Varadarajan, R. Customer satisfaction and firm performance: insights from over a quarter century of empirical research. J. of the Acad. Mark. Sci. 48, 543–564 (2020). https://doi.org/10.1007/s11747-019-00657-7

Khoirunnisa, A., & Astini, R. (2021). The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products. European Journal of Business and Management Research, 6(6), 35–41. https://doi.org/10.24018/ejbmr.2021.6.6.1145

Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers’ Expectation, Satisfaction, and Repurchase Intention of Used Products Online: Empirical Evidence From China. SAGE Open, 9(2). https://doi.org/10.1177/2158244019846212

Ali, A & Bhasin, J. (2019). Understanding Customer Repurchase Intention in Ecommerce: Role of Perceived Price, Delivery Quality, and Perceived Value. Jindal Journal of Business Research, 8(2):1-16