THE INFLUENCE OF PRODUCT QUALITY ON PURCHASING DECISIONS, WITH CONSUMER CONFIDENCE AS A MODERATING VARIABLE

Abstract

The burgeoning coffee shop industry in Indonesia is significantly influenced by the rising trend of individuals savoring coffee while socializing in these establishments. This study seeks to ascertain the impact of product quality on purchase decisions, with consumer trust serving as a mediating component in the interaction between these two variables. The employed research approach is quantitative, encompassing 97 respondents chosen through purposive sampling. The gathered data underwent analysis through statistical testing methodologies. The research findings demonstrate that product quality positively and significantly affects consumer trust, thereby influencing purchasing decisions. Moreover, product quality directly affects purchase decisions and also influences them through consumer trust as a mediator. Consumer trust serves as a conduit that fortifies the connection between product quality and purchasing decisions.