The Role of Brand Image as an Intervening Variable in The Relationship Between Customer Experience and Product Quality Towards Buying Decisions

Alif Choirun Nisa

Abstract


This study aims to analyze and empirically test the influence of Product quality and Customer experience on Buying decision, with Brand image serving as an intervening variable. This study employs a quantitative approach with an explanatory research design. Research data were collected through a questionnaire distributed to respondents who are consumers of Zerone Japan. Variables were measured using a Likert scale. Data analysis was conducted using the Partial Least Squares (PLS) method. The results of the study indicate that: (1) Product quality has a positive effect on Brand image and Buying decision; (2) Customer experience has a positive effect on Brand image and Buying decision; (3) Brand image does not have a significant effect on Buying decision, and Brand image does not mediate the relationship between Product quality and Customer experience and Buying decision. These findings imply that companies need to improve product quality and customer experience as a means to build brand image and encourage purchasing decisions.


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