Abstract:
This research aims to assess the influence of product quality, brand image, and
customer trust on purchasing decisions for Scarlett Whitening products. Fake
products, sold at lower prices, damage the brand's reputation and erode consumer
trust, leading to negative perceptions of quality and discouraging potential buyers.
The prevalence of online fakes makes distinguishing genuine products harder,
increasing cautious buying. The research employs a quantitative approach,
gathering data through online questionnaires. The data collection technique
involved administering a questionnaire to a population of Generation Z in
Indonesia, specifically those who had used and purchased Scarlett Whitening
products, with a sample size of 133 respondents. The study utilizes the PLS-SEM
(Partial Least Square Structural Equation Modeling) analysis method, utilizing
Smart PLS 4 software for data analysis and hypothesis testing. The findings show
that the product quality variable has a direct influence on customer trust and
purchasing decisions. On the other hand, the brand image shows an insignificant
positive influence on customer trust and purchasing decisions directly. Furthermore,
the customer trust variable has a negligible positive influence on purchasing
decisions. However, product quality and brand image do not have a significant
indirect influence on purchasing decisions through the mediating role of customer
trust. In this research, the product quality variable plays an important role in
building customer trust and directly influencing purchasing decisions. This can
serve as a foundation for companies to prioritize the enhancement of product quality
as the primary means of influencing consumer purchasing decisions, particularly
among Indonesia's Generation Z.
