The Effect of Price and Product Quality on The Purchase Decision of Embroidered Nightgowns, with Brand Image as a Mediating Variable

Abstract

Increasing competition in the local fashion industry is driving businesses to compete through brand image, which can influence consumers’ purchasing decisions. This study aims to analyze the influence of price and product quality on purchasing decisions, with brand image as a mediating variable, among consumers of ZAMA Homewear in Malang. The study employed a quantitative approach with a sample of 75 consumers who had previously purchased ZAMA Homewear products and were selected through purposive sampling. Data were collected via a questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4.0 software. The results indicate that price, product quality, and brand image have a positive and significant effect on purchasing decisions. Furthermore, price and product quality were also found to have a positive and significant effect on brand image. The mediation analysis revealed that brand image significantly mediates the relationship between price and product quality and purchasing decisions. These findings indicate that a positive perception of the brand reinforces the influence of price and product quality in driving consumer purchasing decisions. In practical terms, the research results imply that fashion MSME operators need to implement pricing strategies that align with product value, maintain consistent quality, and strengthen brand image as a means of enhancing competitiveness and influencing consumer purchasing decisions.