The Relationship Between Product Quality And Service Towards Consumer Buying Interest With Brand Image As A Mediation Variable In A Case Study Of Zelora Fashion Store In Bandar Lampung City.
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Abstract
This research was conducted to examine the relationship between product quality, service quality, brand image, and consumer purchase intention at Zelora Fashion Store in Bandar Lampung City. The study employed a quantitative research design, with data collected through questionnaires distributed to consumers who had visited or made purchases at the store. The analysis was performed using multiple linear regression techniques with a significance level of 5%, supported by company records showing 3,827 visitors and purchasing consumers during the research period. The findings indicate that product quality, service quality, and brand image jointly have a significant influence on consumer purchase intention. In addition, product quality and service quality were found to affect brand image when analyzed simultaneously. The partial analysis further revealed that product quality, service quality, and brand image each contribute positively and significantly to consumer purchase intention. Regarding the mediating variable, product quality was proven to have a significant effect on brand image, whereas service quality did not show a significant influence on brand image. These results suggest that consumers are more likely to develop purchase intentions when they perceive the products offered as having high quality, receive satisfactory service, and hold positive perceptions of the brand. Furthermore, product quality appears to play an important role in strengthening brand image, which subsequently contributes to increasing consumer interest in making purchases. Overall, the study highlights the strategic importance of maintaining product excellence and building a strong brand image in order to attract and retain consumers. Therefore, Zelora Fashion Store is encouraged to continuously improve product quality while implementing branding strategies that enhance consumer trust and strengthen market competitiveness.
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