Andy Yusuf Dwi Prasetyo, Lilik Nur Cholidah

Pengaruh Kualitas Produk dan Harga terhadap Minat Beli Konsumen dengan Peran Mediasi Brand Trust pada Konsumen Ayam Broiler PT Surya Sri Jati (SSJ)

Introduction

Pengaruh kualitas produk dan harga terhadap minat beli konsumen dengan peran mediasi brand trust pada konsumen ayam broiler pt surya sri jati (ssj). Kaji pengaruh kualitas produk & harga terhadap minat beli konsumen ayam broiler PT Surya Sri Jati, dengan mediasi kepercayaan merek. Pentingnya kualitas & brand trust.

Abstract

This study investigates the influence of Product Quality and Price on Purchase Intention with Brand Trust as a mediating variable among broiler chicken consumers of PT Surya Sri Jati (SSJ) in Lamongan. Using a quantitative approach, descriptive method, and SEM-PLS analysis, data were collected via questionnaires from 125 respondents selected through purposive sampling. Results show that Product Quality significantly affects both Purchase Intention and Brand Trust. Price significantly affects Purchase Intention but has no significant effect on Brand Trust. Brand Trust significantly influences Purchase Intention and partially mediates the relationship between Product Quality and Purchase Intention. However, it does not mediate the relationship between Price and Purchase Intention. These findings highlight the importance of enhancing product quality and building brand trust to strengthen consumer purchase intention, while pricing strategies should aim to better support brand trust development.  

Review

This study meticulously investigates the complex interplay between Product Quality, Price, and Purchase Intention, with Brand Trust serving as a crucial mediating variable, specifically within the context of broiler chicken consumers of PT Surya Sri Jati (SSJ) in Lamongan. The research addresses a pertinent area in consumer behavior, offering valuable insights into factors driving purchase decisions for a staple food product. By focusing on a specific local market and brand, the study grounds its findings in a practical setting, making its outcomes directly relevant for PT SSJ and potentially other businesses in similar agricultural sectors. The theoretical framework, positing Brand Trust as a mediator, is particularly commendable for adding depth to the understanding of consumer psychology beyond direct linear relationships. The methodological approach, utilizing a quantitative design with SEM-PLS analysis on data from 125 purposively sampled respondents, appears appropriate for testing the hypothesized relationships. The findings present a nuanced picture: Product Quality emerges as a strong driver, significantly impacting both Purchase Intention and Brand Trust. While Price also significantly affects Purchase Intention, its lack of significant effect on Brand Trust is a noteworthy result, suggesting that for these consumers, pricing strategies might not directly foster trust in the brand. Crucially, Brand Trust is confirmed as a significant predictor of Purchase Intention, and it partially mediates the relationship between Product Quality and Purchase Intention, reinforcing the importance of quality in building trust. However, its inability to mediate the Price-Purchase Intention link further highlights a distinct consumer perception of price in relation to brand trust. Overall, the study makes a valuable contribution by dissecting these relationships and offering actionable insights. Its primary strength lies in identifying the specific roles and interactions of these variables, especially the differentiated mediating role of Brand Trust. For PT SSJ, the clear directive to enhance product quality to build brand trust and subsequently strengthen purchase intention is well-supported. While the purposive sampling and sample size might limit the generalizability of findings beyond the immediate context, the study nonetheless provides a robust analytical framework and empirical evidence for its conclusions. Future research could explore the specific attributes of product quality and delve deeper into why price does not build brand trust in this context, perhaps investigating other potential mediators or moderators to offer a more comprehensive understanding.

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