JRSSEM 2021, Vol. 01, No. 11, 1899 – 1912
E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494
DOI : 10.36418/jrssem.v1i11.202 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
IMPACT OF PRODUCT QUALITY AND BRAND IMAGE
TOWARDS BUYING DECISIONS WITH BUYING INTEREST
AS MEDIATION VARIABLE
Wenty Febrianti
1*
Rifqi Hasan
2
1,2
STIE Muhammadiyah Jakarta, Indonesia
e-mail: wentystiemj@gmail.com
*Correspondence: wentystiemj@gmail.com
Submitted: 26 May 2022, Revised: 05 June 2022, Accepted: 15 June 2022
Abstract. This research was conducted to find out empirical evidence of the role of buying interest
in mediating product quality and brand image on purchasing decisions in the millennial generation
in the Central Jakarta area, there is the online shop Matahari.com. The analysis method in this study
uses structural equation modeling (SEM), sample of 225 respondents, the sampling technique
refers to the calculation of Hair which is used for research with SEM analysis. The results showed
that 1) Product quality had a positive and significant effect on buying interest, 2) Brand image had
a positive and significant effect on buying interest. 3) Product quality has a positive and significant
effect on buying decisions. 4) Brand image has a positive and significant effect on buying decisions.
5) buying interest has a positive and significant effect on buying decisions. 6) Product quality has
a positive and significant effect on buying decisions through buying interest. 7) Brand image has a
positive and significant effect on buying decisions through buying interest. So that in order to
increase consumer buying interest in order to improve buying decisions, Matahari management
needs to maintain product quality and brand image of Matahari.com, Matahari must continue to
innovate both in terms of quality control through product specifications and pay attention to
reviews from consumers, and control suppliers so as to create brand loyalty. in the eyes of
consumers and always prioritizes technology in all promotional activities, especially to attract the
millennial generation. The novelty of this research is to measure indicators per dimension of
exogenous and endogenous variables by collaborating with mediating variables through structural
equation modeling (SEM) data analysis.
Keywords: product quality; brand image; buying interest; buying decisions.
Wenty Febrianti, Rifqi Hasan
| 1900
DOI : 10.36418/jrssem.v1i11.202 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
BUYING
DECISIONS
Price
Brand
Time to buy
Promotion
Trust
Safety
easiness
Comfort
Product
quality
Place
INTRODUCTION
Currently, the development of internet
technology has changed the way a person
does business and communicates. This
makes producers to think more critically,
creatively and innovatively to the changes
that occur, both in the social, cultural,
political and economic fields. Internet users
in Indonesia are outperformed by young
people who understand the internet and
this is a positive trend for the advancement
of digital trends in Indonesia, which is
commonly referred to as the millennial
generation (Millennial Generation) who
want to be fast and consumptive due to the
increasing number of internet users in
Indonesia, it will stimulate development e-
commerce industry in Indonesia. More and
more online shops are popping up in
Indonesia such as Lazada, Shoppe,
Tokopedia, Matahari.com, Bukalapak and
others. To be able to compete in this
business, every company must have a
strategy to survive from its competitors. E-
commerce companies need to pay
attention to what consumers want so that
consumers have an interest in buying and
make online purchasing decisions.
Based on previous research, there are
several aspects that influence a person in
making buying decisions, as described in
Figure 1. Based on the results of a pre-
survey that has been done to the people of
the Central Jakarta area, especially the
millennial generation towards several
online shops, Matahari.com has a lower
percentage compared to other online
shops, especially in terms of product
quality which has a low percentage then
online shop matahari.com is less well
known among the public so that it affects
customer to make buying decisions.
According to (Amron, 2018); (Setiagraha et
al., 2021); (Chaerudin & Syafarudin, 2021);
(Pansiri & Umama, 2021) they found that
product quality has a positive effect on
Figure 1.Factors of the Buying Decisions
Source: Previous Research
1901 | Impact of Product Quality and Brand Image Towards Buying Decisions with Buying
Interest as Mediation Variable
buying decisions. Then the research by
(Gado & Abdulwasiu, 2017); (Darmawan,
2018) stated that brand image had a
positive effect on buying decisions
(Hanslim et al., 2020); (Kurniawati, 2019);
(Ahidin, 2020) research stated that product
quality had a positive effect on buying
interest.
However, based on the results of (Bayu
et al., 2019), brand image has a negative
effect on purchasing decisions, research by
(Bob & Muhamad, 2019) state that product
quality has no effect toward buying
intereset. So there is still a research gap in
research and it is necessary to do a
comprehensive test of this phenomenon.
Then the state of the art of this research is
that this study measures the indicators per
dimension of exogenous variables and
endogenous variables by collaborating
mediating variables through structural
equation modelling (SEM) data analysis
which is a novelty in this study, because in
previous studies only measure the variables
only partially without any mediation
process and without any measurement of
indicators per dimension of exogenous and
endogenous variables.
Effect of product quality on buying
interest
Buying interest is consumer behaviour
that shows the extent of commitment to
buy product, to increase buying interest
consumer will concern to quality of
product, in previous research by (Godey et
al., 2012) who researched the effect quality
product on buying interest, it found that
product quality has a significant effect on
buying interest. According to (Kurniawati,
2019) the effect product quality towards
buying interest has a significant effect. And
then research by (Hanslim et al., 2020)
found that there is strong influence
between product quality on buying
interest.
Ha1: There is an effect of product
quality on buying interest in matahari.com
Effect brand image on buying interest
Companies must be able to create
positive and unique brand image in order
to be accepted in the market and able to
make consumers continue to remember
the brand image of a product so as to
increase consumer buying interest in the
products offered. According to (Meutia et
al., 2020) the influence brand image
towards buying interest has a significant
effect. Research by (Windiana & Bakhtiar,
2020) brand Image had positive and
significant effects on buying interest.
(Rusmiati et al., 2020) found that brand
image has a positive significant influence
on the buying interest.
Ha2: There is an influence of brand
image on buying interest in matahari.com.
Effect of product quality on the buying
decision
According to (Brata et al., 2017) found
that quality of product partially influence
buying decision. Research by (Konuk, 2019)
state product quality has influence
positively and significantly towards buying
decision. And (Jasmani & Sunarsi, 2020)
found that product quality positive and has
significant impact on buying decisions.
Ha3: There is an effect of product
quality on buying decision in matahari.com
Effect brand image on buying decision
Wenty Febrianti, Rifqi Hasan
| 1902
State (Alkire & Foster, 2011) thatthe
role of brand becomes very important since
it is the product attribute in communicating
the product to consumers about quality of
products, characteristic, and other
attributes related to these products.
Consumers will keep to remember the
brand if the brand quality is deemed good
on consumers mind and will ultimately
affect the consumer in making a product
purchase action. Research by (Mubarok,
2018) showed that brand image has a
positive and significant direct effect on
buying decisions. Found that brand image
has a positive and significant influence on
buying decisions.
Ha4: There is an effect of brand image
on the buying decision in matahari.com.
Effect buying interest on buying
decisions
According to (Fahrizah, 2019) found
that buying interest has significant effect
towards buying decision. State that there is
effect positive and significant between
buying interest and buying decision.
Buying interest variables has a positive and
significant effect on purchase decision.
Ha5: There is an effect of buying
interest on buying decisions in
matahari.com.
Effect of product quality on buying
decisions through buying interest
Based on previous research was did
partially on the variables (product quality,
brand image, buying interest, buying
decision), so that authors try to do novelty
in this research with adding intervening
variable (buying interest) between product
quality and buying decision.
Ha6: There is an effect of product quality on
buying decisions through buying interest in
matahari.com.
Effect brand image on buying decision
through buying interest
Based on previous research was did
partially on the variables (product quality,
brand image, buying interest, buying
decision), so that authors try to do novelty
in this research with adding intervening
variable (buying interest) between brand
image and buying decision. Ha7: There is
an effect of brand image on buying
decisions through buying interest in
matahari.com. Base on the previous
research above, the framework from this
research is as follows:
Figure 2. Frame work of Research
Source: Data were processed by researchers
1903 | Impact Of Product Quality And Brand Image Towards Buying Decisions With Buying
Interest As Mediation Variable
DOI : 10.36418/jrssem.v1i11.202 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
METHODS
The research method of the above
figure is configured as follows: This
research uses descriptive verification
method and quantitative method with
survey approach. To unknown population
in this research, in determining the sample
using the calculation a sample of 225
respondents in the millennial generation in
Central Jakarta. The type of data used in
this research is primary data. While the
literature in the form of books, journals,
and previous research is secondary data.
The data processing technique uses
Structural Equation Modelling (SEM) with
SmartPls software through testing the
outer model, inner model and hypotheses
through a bootstrap procedure using
statistical values on each influence path
partially. The outer model tests the validity
and reliability with term they have a latent
variable loading factor ≥ 0.5 and have a
construct reliability ≥ 0.8. In the inner
model, to test the relations between latent
construct there is R Square and Q Square
test. Hypothesis for this research does
compare t-table and t-statistic, hypothesis
accepted if t-statistic ≥ t-table with
bootstrapping procedure through estimate
for path coefficients, is the value of the path
coefficient. Operational Variable in this
research as follows:
Table 1. Operational Variable
No
Variable
Dimension
Indicator
Statement
Number
1.
Product
Quality (X1)
1. Performance
2. Additional
Privileges
3. Specification
Conformance
4. Durability
1. Good reputation
2. Guaranteed quality
1. Product diversity
2. Product characteristics
3. Innovative of product color
4. Motifs of product is attractive
5. Material quality
6. Provide comfort
1. Ads according to reality
1. Product durability
1
2
3
4
5
6
7
8
9
10
2.
Brand Image
(X2)
1. Image Maker
2. Product
Image
1. Did what was promised
2. Provide solution
3. Make good impression
4. Put your trust in product
matahari.com
5. The first brand that comes to
mind
6. Famous product fashion
1
2
3
4
5
6
7
8
Wenty Febrianti, Rifqi Hasan
| 1904
No
Variable
Dimension
Indicator
Statement
Number
3. User Image
1. Customers know about the
products
2. Make customers feel
comfortable
1. Reliable product to use
2. Brand of matahari.com
product is effective for daily
needs
9
10
3.
Buying Interest
(Y)
1. Transactional
Interest
2. Referential
Interest
3. Preferential
Interest
4. Explorative
Interest
1. Interested customers to buy
the product
2. Buy the product in the near
future.
1. Willing to recommend the
product to others
1. Products of matahari.com are
the customer's top choice
2. Products of matahari.com are
more attractive to customers
1. Find out about the prices of
matahari.com products.
2. Find out about matahari.com
products selection
3. Ask for information on
matahari.com products from
people who have used them
4. Purchase matahari.com
products after receiving
information from friends
5. Have studied the details of
the matahari.com product to
be purchased
1
2
3
4
5
6
7
8
9
10
4.
Buying
Decision (Z)
1. Fullfilment
2. Search of
Information
1. The need for Matahari.com
products is high
2. Matahari.com provides the
needs for customers'
clothing
1. Get information about
Matahari.com from people
1
2
3
4
1905 | Impact of Product Quality and Brand Image Towards Buying Decisions with Buying
Interest as Mediation Variable
No
Variable
Dimension
Indicator
Statement
Number
3. Product
Advantages
and Dis
advantages
4. Election
Decision
5. Desire to
Move
2. Looking for information from
many sources about
Matahari.com products
1. Decided to buy
Matahari.com products after
evaluating several
alternatives
2. Feel confident with the
decision to purchase
Matahari.com products
1. Loyal to use Matahari.com
products
2. Feel Matahari.com has a
good performance in
producing its products.
3. Satisfied with Matahari.com
products
1. Want to try products other
than Matahari.com
5
6
7
8
9
10
Source: Data compiled from various
sources
RESULTS AND DISCUSSION
Respondent Characteristics
Base on 225 of samples used this research,
can be explanation in this table below:
Table 2. Respondent characteristics
No
Respondent
Characteristic
Total
%
1.
Gender
Male
Female
Total
141
84
225
62.7%
37.3%
100%
2.
Age (year)
15-20
21-25
26-30
31-35
23
86
65
34
10.2%
38.2%
28.9%
15.1%
Wenty Febrianti, Rifqi Hasan
| 1906
No
Respondent
Characteristic
Total
%
36-40
Total
17
225
7.6%
100%
3.
Education
SMP
SLTA
D3
S1
S2
Total
3
79
20
112
11
225
1.3%
35.1%
8.9%
49.8%
4.9%
100%
Source: data processed by researchers (2021)
Descriptive of Data
The aim of data description to overview
of the data obtained in the research object
with use statistical descriptive techniques
and presented in frequency distribution,
total score, average value (mean) as
follows :
1) Variable of the product quality has 10
indicators and 4 dimensions, it has
result of the frequency distribution
average for favourable of 66.9%,
neutral of 26.4% and unfavorable of
6.5%. It means millennials in the Central
Jakarta do not agree with the quality of
the products provided, meaning that
the quality of the products offered by
the online shop Matahari.com is not
good.
2) Variable of the brand image has 10
indicators and 4 dimensions, it has
result of the frequency distribution
average for favourable of 61%, neutral
of 28% and unfavorable of 10.7%. It
means the brand imageby online shop
Matahari.com is not entirely good
according to millennials in the Central
Jakarta.
3) Variable of the buying interest has 10
indicators and 5 dimensions, it has
result of the frequency distribution
average for favourable of 48.7%,
neutral of 30.2% and unfavorable of
20.9%. It means buying interest of the
millennials in the Central Jakarta
towards online shop Matahari.com still
a low.
4) Variable of the buying decisions has 10
indicators and 4 dimensions, it has
result of the frequency distribution
average for favourable of 53.5%,
neutral of 29.9% and unfavorable of
16.4%. It means buying decisions
product of the millennials in the Central
Jakarta towards online shop
Matahari.com still a low.
Outer Model Test
The first data processing is do test outer
model there is convergent validity and
construct reliability for instrument test, the
output from research that the all
instrument of research have validity and
reliability because have loading factor ≥ 0,5
and composite reliable ≥ 0,7 there is the
product quality variable at 0.939, the brand
image variable at 0.941, the buying interest
1907 | Impact of Product Quality and Brand Image Towards Buying Decisions with Buying
Interest as Mediation Variable
variable at 0.954, and buying decisions at
0.948with cronbach’s Alpha ≥ 0,6. It sums
up that indicators on each variable have
good reliability or it is able to measure the
constructs.
Inner Model Test
To evaluate the goodness of fit model,
the research used the value of predictive-
relevance (Q
2
), the output was value of Q
2
of 0,9451. And then The output was the
value of R
2
for the buying interest of 0,671 .
It means that the buying interest was
influenced by variables of the product
quality and brand image with 67,1% and
the 32,9% was influenced by other variables
excluded in the research. The R
2
for buying
decisions of 0,833, it means that the buying
decisions was influenced by variables of
product quality and brand image with
83,3% and the 16,7% was influenced by
other variables excluded in the research.
The output was the value of Q
2
of 0,9451 or
94,51% meaning that the model was able
to describe the buying decision related to
variable of the product quality and brand
image through buying interest.
Hyphothesis Test
The research used the t-statistics on
partial direct influence for the hypothesis
test. Based on the diagram path, indicators
on every variable has t-statistics value more
than 1,660 (t-table). This explains that
indicators are able to measure the
constructs. To test the correlation between
variables (hypothesis test), the value of t-
statistcs from Smart PLSoutput was used
and was compared with t-table value. The
following is the table of the correlation
result between constructs (variables) :
Table 3. Hypothesis test
Influence Between
Variable
Koefisien
Parameter
Tstatistik
Description
Product Quality -
>Buying Interest
0.174
2.074
Signifikan
**
Brand Image ->Buying
Interest
0.663
8.132
Signifikan
**
Product Quality -
>Buying Decisions
0.181
2.037
Signifikan
**
Brand Image ->Buying
Decisions
0.671
7.661
Signifikan
**
Buying Interest ->Buying
Decisions
0.647
12.134
Signifikan
**
Product Quality -
>Buying Interest -
>Buying Decisions
0.113
2.043
Signifikan**
Brand Image ->Buying
Interest ->Buying
0.429
6.995
Signifikan**
Wenty Febrianti, Rifqi Hasan
| 1908
Influence Between
Variable
Koefisien
Parameter
Tstatistik
Description
Decisions
Source: Data were processed by Smart PLS
*** sig α 1%; ** sig α 5%; * sig α 10%
t-table : 1,660
Base on the path parameter coefficients
obtained in table 3 so that the model of the
research can be explained as follows:
Figure 4. PathModel of The Research
Source: Data were processed by Smart PLS
Following is the explanation of
correlation influence between variables:
1) The path of parameter coefficient
gained from the influence of the
product quality variable on buying
interest is positive and significant effect.
So it can be explained that if the quality
of Matahari.com products is good, the
buying interest of the millennial
generation in the Central Jakarta area
towards the online shop Matahari.com
will increase. This is accordance with
research Foster and Johansyah (2019)
The effect product quality towards
buying interest has a significant effect.
That there is strong influence between
product quality on buying interest.
2) The path of parameter coefficient
gained from the influence of the brand
image on buying interest is is positive
and significant effect. The parameter
coefficient explains that if the
Matahari.com has good brand image,
the buying interest of the millennial
generation in the Central Jakarta area
towards the online shop Matahari.com
will increase. This output as like as
brand image had positive and
significant effects on buying interest.
3) The path of parameter coefficient
gained from the influence of the
product quality on buying decisions is
positive and significant effect. The
parameter coefficient explains that if
the quality of Matahari.com's products
1909 | Impact of Product Quality and Brand Image Towards Buying Decisions with Buying
Interest as Mediation Variable
is good, the buying decisions will
increase, and then Rizan (2017), they
found that product quality positive and
has significant impact on buying
decisions.
4) The path of parameter coefficient
gained from the influence of the brand
image on buying decisions is positive
and significant effect. So it can be
explained that if the Matahari.com has
good brand image, the purchasing
decision will increase. That brand image
has a positive and significant influence
on buying decisions.
5) The path of parameter coefficient
gained from the influence of the buying
interest on buying decisions is positive
and significant effect, So it can be
explained that if the buying interest of
the millennial generation in the Central
Jakarta area is good for Matahari.com,
the purchasing decision on
Matahari.com will increase, as like as
research by Montjai et.al (2014),
Pasharibuet.al (2020), Rahmawati
(2018), they found that buying interest
variables has a positive and significant
effect on purchase decision.
6) The path of parameter coefficient
gained from the influence of the
product quality on buying decisions
through buying interest is positive
significant, so that it can be explained
that if the quality of the products
offered by Matahari.com is good, then
the buying interest in the millennial
generation in the Central Jakarta area
will increase so that it has an impact on
purchasing decisions at Matahari.com.
7) The path of parameter coefficient
gained from the influence of the
brand image on buying decisions
through buying interest is positive
significant, So it can be explained
that if the brand image on
Matahari.com is good, then the
buying interest of the millennial
generation in the Central Jakarta
area will increase so that it has an
impact on purchasing decisions at
Matahari.com..
CONCLUSIONS
After do hypothesis test in this research,
founded that the impact of product quality
and brand image towards buying decisions
in buying interest as mediation variable has
positive and significant, and base on
explanation above that output this research
has answer of the phenomena in the object
of research. So that necessary to develop
managerial policies to give contribution of
theoretical to matahari.com to grow up
their business activity. From the research
indicators, it can be seen that consumers
want product quality that has a good
reputation, guaranteed quality and has a
characteristic in using matahari.com
products, consumers really consider
product quality on buying interest in their
buying decisions so matahari.com must
maintain product quality through quality
control, as like as product specification.
And then Matahari.com can see review
from consumers on products offered, input
from costumer is important to improving
product quality. The next to increase
product quality is control supplier,
matahari.com must evaluation
performance supplier when supplier
Wenty Febrianti, Rifqi Hasan
| 1910
distribution product to matahari.com, have
distributed good quality product, so that
the creation of brand loyality to consumers.
From the research indicators, it can
be see that influence brand image on
buying decision through buying interest, so
matahari.com must understand how to
place the brand position of a product in the
minds of consumers because the good of
brand image will provide success in
business. Matahari.com must carry out
several innovations related to improving
Matahari.com brand image through
effective promotions by creating the right
target market and doing promotions in the
right media, because currently the internet
is a tool that is widely used by the public,
especially the millennial generation. The
designs offered must be able to attract the
millennial generation, Matahari.com can
hold a design competition among
millennials related to its brand image, so
Matahari can find out what the millennial
generation likes. Matahari.com can
improve its brand image by utilizing social
media platforms as Facebook, TikTok and
You Tube to introduce of product offered.
Matahari.com can live broadcasts to
interact with consumers in providing
promo information and explaining what
products are currently hitting the market.
By paying attention and improving product
quality and brand image from Matahari in
the online world, it can be ascertained that
there will be good buying interest from the
public so that it can increase sales due to
good buying decisions for matahari.com
through the online site matahari.com.
Limitations in this research are
sample of the research only in Central
Jakarta (millennial generation), and then
variables used only product quality and
brand image because author has limited
time if must do research all factors that
influence buying interest and buying
decision, so in future research, hope of
author that other research can do research
with other variables that influence buying
interest and buying decisions besides
product quality and brand image, and
selection of sample can do in wider area,
example outside Jakarta.
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