Analysis of the Impact of Product Quality, Price, and Brand Image on Purchase Decisions with Consumer Buying Interest as a Mediating Variable among iPhone Users in Yogyakarta
DOI:
https://doi.org/10.47747/jnmpsdm.v6i3.3037Keywords:
Product Quality, Price, Brand Image, Purchase Decision, Consumer Buying Interest, iPhone UsersAbstract
This research investigates the impact of product quality, price, and brand image on purchase decisions, with consumer buying interest serving as a mediating variable, specifically among iPhone users in Yogyakarta. Employing a quantitative descriptive approach, data were gathered through questionnaires distributed to 100 respondents selected through purposive sampling. The analysis utilized various statistical tests, including Validity, Reliability, Convergent Validity, Discriminant Validity, AVE, Adjusted R², and F². The results indicate that Product Quality, Price, and Brand Image have a significant effect on Consumer Buying Interest. Nevertheless, these elements do not exert a direct positive influence on actual Purchase Decisions. The demographic profile of the respondents predominantly consisted of males aged 17–25, who were self-employed, possessed high school or diploma qualifications, and resided in Sleman. This study underscores the essential function of Consumer Buying Interest in connecting marketing elements (quality, price, brand image) with actual purchasing actions. It provides important implications for marketers and smartphone brands, suggesting that to enhance purchase rates, strategies should prioritize fostering consumer interest rather than relying solely on product characteristics.
References
Amsl, S., Watson, I., Teller, C., & Wood, S. (2023). Presenting products on websites – the importance of information quality criteria for online shoppers. International Journal of Retail and Distribution Management, 51(9–10), 1213–1238. https://doi.org/10.1108/IJRDM-04-2023-0266
Andika, A., Yusrita, Y., Nugroho, J. P., Luthfiana, D. N., & Hak, R. Z. (2024). Social Media Marketing Dynamics and Brand Loyalty: A Sequential Mediation Model in the Indonesian Packaged Drinking Water Industry. Jurnal Siasat Bisnis, 172–192. https://doi.org/10.20885/jsb.vol28.iss2.art3
Cao, N., Isa, N. M., Perumal, S., & Chen, C. (2025). Perceived Value, Consumer Engagement, and Purchase Intention in Virtual Influencer Marketing: The Role of Source Credibility and Generational Cohort. Journal of Theoretical and Applied Electronic Commerce Research , 20(2). https://doi.org/10.3390/jtaer20020150
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management, 41(2), 745–783. https://doi.org/10.1007/s10490-023-09871-y
Dash, G., & Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173. https://doi.org/10.1016/j.techfore.2021.121092
Ercan, U., Büyükdağ, N., Kasalak, M. A., & Ozekicioglu, H. (2025). Price Promotion Effect on Purchase Behavior Under the Time Limit/Pressure. SAGE Open, 15(1). https://doi.org/10.1177/21582440251327270
Gerpott, T. J., & Berends, J. (2022). Competitive pricing on online markets: a literature review. Journal of Revenue and Pricing Management, 21(6), 596–622. https://doi.org/10.1057/s41272-022-00390-x
Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8). https://doi.org/10.1016/j.heliyon.2024.e29714
Kabir, M. H., Saima Sultana, S., Hossain, M. M., & Shah Muhammad Ashiqul. (2025). The Impact of Digital Marketing Strategies on Consumer Behavior: A Comprehensive Review. Business & Social Sciences, 3(1), 1–8. https://doi.org/10.25163/business.3110269
Khan, I., & Fatma, M. (2023). CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust. Sustainability (Switzerland), 15(4). https://doi.org/10.3390/su15043409
Liao, S. H., Hu, D. C., & Chou, H. L. (2022). Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation. SAGE Open, 12(4). https://doi.org/10.1177/21582440221139469
Liu, H., & Liang, J. (2025). A Study on the Factors Influencing Chinese Costume Consumers Utilizing Live Streaming Platforms to Purchase Products: A Case Study of Douyin. Journal of Theoretical and Applied Electronic Commerce Research , 20(1). https://doi.org/10.3390/jtaer20010038
Lou, X., Chi, T., Janke, J., & Desch, G. (2022). How Do Perceived Value and Risk Affect Purchase Intention toward Second-Hand Luxury Goods? An Empirical Study of U.S. Consumers. Sustainability (Switzerland), 14(18). https://doi.org/10.3390/su141811730
Öztek, M. Y., Sağlam, M. H., & Türk, E. (2025). Longitudinal Study of Perceived Brand Globalness: The Dynamic Effects of Ethnocentrism and Purchase Intentions from 2021 to 2024. Sustainability (Switzerland), 17(15). https://doi.org/10.3390/su17157132
Reina Paz, M. D., & Rodríguez Vargas, J. C. (2023). Main theoretical consumer behavioural models. A review from 1935 to 2021. In Heliyon (Vol. 9, Issue 3). Elsevier Ltd. https://doi.org/10.1016/j.heliyon.2023.e13895
Reva, Y. N., Putri, I. N., Andita, K. P., Zalzabyella, A., & Purwanto, E. (2024). The Impact Of Quality And Price On Purchase Decisions Mediated By Customer Satisfaction. Journal of Business & Applied Management, XVII(2), 161–184. https://doi.org/10.30813/jbam.v17i1.7050
Rosania, A., & Wilujeng, I. P. (2023). How Online Customer Reviews Affect Purchase Intention Mediate by Trust (pp. 243–253). https://doi.org/10.2991/978-94-6463-178-4_25
Salah, P., Asfahani, A. M., & AlRajhi, F. H. (2024). The Effect of Perceived Value on Intention to Purchase Pre-Loved Luxury Fashion Products. Sustainability (Switzerland), 16(23). https://doi.org/10.3390/su162310426
Sanjaya, M., Tanady, D., & Sen, J. (2023). The Relationship Between Product Quality and Purchase Intention at PT. Lontar Papyrus Pulp and Paper Medan Hubungan Kualitas Produk dengan Minat Beli Pada PT. Lontar Papyrus Pulp and Paper Medan. VOLUME 6ISSUE 7JULI2023JURNAL KOLABORATIF SAINS, 6(7), 872–879. https://doi.org/doi.org/10.56338/jks.v6i7.3944
Sihombing, L. A., Suharno, S., Kuleh, K., & Hidayati, T. (2023). The Effect of Price and Product Quality on Consumer Purchasing Decisions through Brand Image. International Journal of Finance, Economics and Business, 2(1), 44–60. https://doi.org/10.56225/ijfeb.v2i1.170
Šostar, M., & Ristanović, V. (2023). Assessment of Influencing Factors on Consumer Behavior Using the AHP Model. Sustainability (Switzerland), 15(13). https://doi.org/10.3390/su151310341
Sureiman, O., & Mangera, C. (2020). F-test of overall significance in regression analysis simplified. Journal of the Practice of Cardiovascular Sciences, 6(2), 116. https://doi.org/10.4103/jpcs.jpcs_18_20
Syamsudin, A. (2023). Analysis of Product Quality and Service Quality on Customer Satisfaction at the Missisipi Store Palangka Raya Store. Indonesian Journal of Accounting and Financial Technology (CRYPTO), 1(2), 83–92. https://doi.org/10.55927/crypto.v1i2.5614
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16). https://doi.org/10.1016/j.heliyon.2024.e36254
Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable Consumption and Branding for Gen Z: How Brand Dimensions Influence Consumer Behavior and Adoption of Newly Launched Technological Products. Sustainability (Switzerland), 17(9). https://doi.org/10.3390/su17094124
Wulandari, A. A., Akbar, A., & Lina, R. (2024). The Effect of Price and Service Quality on Consumer Satisfaction. Advances: Jurnal Ekonomi & Bisnis, 2(6), 351–361. https://doi.org/10.60079/ajeb.v2i6.302
Yum, K., & Kim, J. (2024). The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms. Applied Sciences (Switzerland), 14(13). https://doi.org/10.3390/app14135763
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13). https://doi.org/10.1016/j.heliyon.2024.e33518
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Lukas Agung Heriputranto, Ganda Wijaya Damanik, Ade Kristianus Kaloeti
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright for this article is retained by the author(s), with first publication rights granted to the journal.
This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/)
