Examining the role of product quality in enhancing brand trust and purchase decisions: Evidence from smartphone users in Central Jakarta

M Hijri Ilham; Abdul Rochman; Viniyati Mafthuchach

doi:10.55942/jebl.v5i2.546

Authors

M Hijri Ilham Universitas Teknologi Muhammadiyah Jakarta
Abdul Rochman Universitas Teknologi Muhammadiyah Jakarta
Viniyati Mafthuchach Universitas Teknologi Muhammadiyah Jakarta

DOI:

https://doi.org/10.55942/jebl.v5i2.546

Keywords:

Product Quality, Brand Trust, Purchase Decisions, Smartphone, Jakarta

Abstract

Based on Counterpoint Research data, from quarter 1 of 2022 to quarter 1 of 2023, Xiaomi is the cellphone vendor that has fallen the most, with a decline in market share of 24.8 percent YoY. This study examines the effect of product quality on brand trust and its impact on purchasing decisions for Xiaomi smartphone products in Central Jakarta. The research method used was a survey with data collected through a questionnaire distributed to 170 Xiaomi smartphone users in Central Jakarta. Data analysis was performed using statistical methods, including validity, reliability, and Structural Equation Modeling (SEM) tests with SmartPLS 4.0. The results show that product quality significantly increased brand trust, which had a positive impact on purchasing decisions. These findings suggest that improving product quality can increase consumer trust in the brand, which, in turn, drives higher purchase decisions. This study has several limitations, including focusing only on Xiaomi users in Central Jakarta and not considering other external factors that might influence purchasing decisions. This research helps companies understand how product quality is critical to building brand trust, and how consumers’ purchasing decisions are influenced. These results can be used as a basis for creating better marketing strategies and increasing consumer satisfaction.

Author Biographies

M Hijri Ilham, Universitas Teknologi Muhammadiyah Jakarta

M. Hijri Ilham is a Bachelor’s student in Management at Universitas Teknologi Muhammadiyah Jakarta, Indonesia. His research interests include business management, organizational behavior, and entrepreneurship

Abdul Rochman, Universitas Teknologi Muhammadiyah Jakarta

Abdul Rochman is a lecturer at Universitas Teknologi Muhammadiyah Jakarta, Indonesia. His academic focus is on strategic management, leadership, and business development.

Viniyati Mafthuchach, Universitas Teknologi Muhammadiyah Jakarta

Viniyati Maftuchach is a lecturer in the Department of Management with expertise in marketing management and business strategy. She is currently pursuing her doctoral degree in Management at Pakuan University. Her research interests include consumer decision-making, retail marketing, and the influence of digital platforms on business performance. She has supervised numerous undergraduate and postgraduate theses in marketing-related topics.

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