PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER DENGAN BRAND TRUST SEBAGAI MEDIASI (Studi Kasus Pada Masyarakat Kabupaten Bekasi, Jawa Barat)

This research aims to: 1) Knowing the effect of brand image on purchasing decisions for Eiger products, 2) Knowing the effect of product quality on purchasing decisions for Eiger products, 3) Knowing the effect of brand image on brand trust, 4) Knowing the effect of product quality on brand trust, 5 ) Knowing the effect of brand trust on Eiger product purchasing decisions, 6) Knowing the effect of brand image on purchasing decisions for Eiger products with brand trust as mediation, 6) Knowing the effect of product quality on purchasing decisions for Eiger products with brand trust as mediation. The research approach used in this research is survey analysis using questionnaire data. The sampling technique used is non-probability sampling with a purposive sampling method. This research uses the Structural Evaluation Model (SEM) as an analysis technique for hypothesis testing carried out with the SmartPLS version 4.0 application. The sample used in this research was 100 people. The test results concluded that: 1) Brand image does not have a significant effect on Eiger product purchase decisions, 2) Product quality has a significant effect on purchase decisions, 3) Brand image does not have a significant effect on brand trust, 4) Product quality has a significant effect on brand trust, 5) Brand trust has a significant effect on Eiger product purchase decisions, 6) Brand image does not have a significant effect on Eiger product purchasing decisions with brand trust as mediation, 7) Product quality has a significant effect on Eiger product purchase decisions with brand trust as mediation.

Keywords: Brand Image, Product Quality, Brand Trust, Purchase Decisions