THE INFLUENCE OF PRODUCT QUALITY AND BRAND IMAGE TOWARD CUSTOMER TRUST IN PURCHASING DECISIONS OF SCARLET WHITENING PRODUCT

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.