THE EFFECT OF PERCEPTION OF BRAND IMAGE.
PERCEPTION
OF PRODUCT QUALITY.
AND BRAND TRUST ON PURCHASING
DECISIONS POHON ZAITUN GOYOR GLOVES IN TEGAL CITY
AT CV FAHALTEX
Volume: 6 Number: 4 Page: 798 - 806 Amelia Dwi PRAMUSHINTA1.
Ahmad HANFAN2.
Sari WIYANTI3 1,2,3Faculty of Economics and Business.
Pancasakti Tegal University.
Indonesia Corresponding author: Amelia Dwi Pramishinta Email:
ameliadwipramusinta@gmail.
ahmadhanfan@yahoo.
saridysa0604@gmail.
Article History:
Received: 2025-05-28 Revised: 2025-06-25 Accepted: 2025-07-17 Abstract:
This study aims to examine the influence of brand image, product quality, and brand trust on purchasing decisions for olive tree goyor sarongs in Tegal City at CV Fahaltex.
This study involved 100 respondents selected using a purposive sampling technique.
The method used in this study to test whether the residual data is normally distributed is statistical analysis.
The test was carried out using the Kolmogorov-Smirnov or Shapiro-Wilk test, depending on the number of samples available in the study.
The data analysis method used was multiple linear regression.
The results showed that brand image had a positive and significant effect on purchasing decisions, indicated by a significance value of 044 (<0.
Product quality also had a significant effect on purchasing decisions, with a significance value of 0.
007 (<0.
In addition, brand trust had a positive and significant effect on purchasing decisions, with a significance value of 0.
000 (<0.
Simultaneously, brand image, product quality, and brand trust jointly influenced purchasing decisions with a significance value of 0.
These findings suggest that improvements in these three factors can increase consumer interest and purchasing decisions.
Keywords: Brand Image Perception.
Product Quality Perception.
Brand Trust, and Purchase Decision INTRODUCTION The fashion industry is a sector that has experienced rapid growth in line with the highly dynamic changes in consumer trends and preferences in recent years (Tjiptono, 2.
In Indonesia, the industry's prospects are increasingly promising due to the high demand for fashion products, including clothing, accessories, and lifestyle (Tjiptono, 2.
Rapidly changing consumption patterns also encourage companies to innovate to meet ever-changing market needs continuously (Tjiptono, 2.
Facing increasingly fierce competition, fashion companies need to develop appropriate strategies such as strong branding, superior product quality, and effective marketing communications (Wardhana, 2.
Therefore, understanding consumer preferences and behavior patterns is key to winning the increasingly competitive fashion market (Meliantari, 2.
One fashion sector experiencing significant growth in Indonesia is the sarong industry, which not only serves as a complement to religious activities but also as an integral part of cultural identity and lifestyle (Tjiptono, 2.
Sarongs are now used not only in religious contexts but also in various social and daily activities in Indonesia (Meliantari, 2.
This development has caused significant changes in the sarong market, particularly with the emergence of many new brands offering innovations in design and quality (Wardhana, 2.
Consumers are increasingly selective in choosing sarongs, considering not only functionality but also the aesthetics and symbolism of the brand (Tjiptono, 2.
This requires companies to consider how to build a brand image that reflects consumer values and trust (Meliantari, 2.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-NC) 4.
0 licence Perception of brand image is a crucial factor influencing purchasing decisions because it reflects the associations, symbols, and beliefs consumers hold about a brand (Meliantari, 2.
Tjiptono explains, brand image is formed through observations and beliefs instilled in consumers' minds through experiences or ongoing communication (Tjiptono, 2.
In the context of sarongs, brand images that emphasize religious values, local culture, and traditional heritage tend to be more appealing to consumers (Wardhana, 2.
A strong image makes a brand more recognizable and memorable, while also increasing trust in the product offered (Meliantari, 2.
Therefore, brand communication strategies must be consistently designed to strengthen consumers' positive associations with the brand (Tjiptono, 2.
In addition to brand image, perceived product quality also plays a crucial role in influencing purchasing behavior, as consumers evaluate products based on their perceived or expected quality (Herjanto, 2.
Product quality encompasses various aspects such as the base material, comfort, durability, and aesthetics of the product design (Herjanto, 2.
In the sarong industry, high product quality is typically demonstrated through tightly woven threads, cool and comfortable fabric, and attractive and distinctive motifs (Meliantari, 2.
Consistent quality will provide consumer satisfaction and is a determining factor in repeat purchases or brand loyalty (Tjiptono.
Therefore, companies must continuously implement quality control and product innovation to maintain consumer trust (Herjanto, 2.
Another equally important factor influencing purchasing decisions is brand trust, defined as consumer confidence in a brand's reliability and integrity (Wardhana, 2.
Brand trust is built through honest communication, consistent quality, and long-term positive consumer experiences with the brand (Wardhana, 2.
In the context of sarong products, brand trust is typically reflected in consumer loyalty, who continue to choose a particular brand because they feel comfortable with it and trust its quality (Meliantari, 2.
This trust can be invaluable because it creates an emotional connection between consumers and the brand (Tjiptono, 2.
Therefore, companies must maintain a commitment to quality, provide excellent service, and build open communication to continue to grow this trust (Wardhana, 2.
Consumer behavior is a crucial aspect of marketing studies because it reflects how consumers search for, select, use, and evaluate products and services.
Essentially, consumer behavior is a process involving various stages, from need recognition, information search, evaluation of alternatives, to the decision to purchase or not.
This process does not occur spontaneously, but rather is the result of complex mental and emotional activity.
During the purchasing process, consumers typically engage in an active search to obtain as much information as possible about the product or service they intend to purchase.
This search activity helps consumers evaluate various options based on their preferences and needs (Firmansyah, 2018:.
Consumer behavior is influenced by various internal and external factors that influence the decision-making process.
Internal factors include motivation, perception, learning, and consumer attitudes and personality, while external factors can include social, cultural, and family influences, as well as the purchasing situation.
Consumers do not act in a vacuum but exist within a social and cultural environment that significantly influences their attitudes and actions.
Furthermore, demographic factors such as age, gender, education, and income also play a role in shaping consumption patterns.
Therefore, understanding these factors is key to developing an effective marketing strategy (Sangadji, 2013:.
The consumer decision-making process is not always rational, as emotions, habits, or impulses influence many purchasing decisions.
Under certain circumstances, consumers can make decisions quickly without extensive deliberation, especially if the product is routine or familiar.
On the other This open-access article is distributed under a Creative Commons Attribution (CC-BY-NC) 4.
0 licence hand, for more expensive or important products, the decision-making process typically requires more time and in-depth consideration.
Consumers will compare various alternatives based on product attributes such as quality, price, brand, and service.
This demonstrates that the decisionmaking process is dynamic and contextual, depending on the purchasing situation (Schiffman, 2008:.
In the modern marketing context, consumer behavior has become increasingly complex with the advancement of technology and digitalization.
Consumers now have extensive access to product information through the internet, social media, and online reviews, which influence their perceptions and purchasing decisions.
They also tend to be more critical in evaluating a product's value based on the experiences of other users and brand reputation.
Therefore, companies must be able to build strong relationships with consumers through consistent communication and relevant added value.
Personalized marketing strategies are increasingly needed to meet today's consumer expectations (Kotler & Armstrong, 2012:.
Not only economic aspects but also psychological and sociological aspects shape consumer Personal values, lifestyle, and social status contribute to how someone chooses a product.
Consumers tend to consume products that reflect their identity and enhance their social image in their surroundings.
Furthermore, a product's symbolic value often outweighs its functional value.
Therefore, companies need to understand market segmentation based on psychographic and sociocultural characteristics to develop targeted communication strategies (Daya et al.
, 2.
The consumer decision-making process generally consists of five stages: need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior.
Each stage has unique characteristics and requires an appropriate marketing approach to influence consumers effectively.
For example, in the alternative evaluation stage, consumers will assess the advantages and disadvantages of various available options based on their preferences and previous Companies can capitalize on this stage by highlighting competitive advantages and clearly differentiating their products.
Mastery of each stage is important to increase the effectiveness of the marketing program (Kotler, 2016:179 .
Consumer behavior can also be studied using micro and macro approaches.
The micro approach examines individual consumer behavior within the context of a purchase, while the macro approach examines broader societal consumption patterns in relation to socioeconomic and cultural In practice, marketers often combine these two approaches to gain a comprehensive picture of the target market.
By understanding consumer behavior from both perspectives, companies can design strategies that are more adaptive to changing market trends and needs (Stanton, 2001, in Sangadji, 2013:.
The importance of understanding consumer behavior is increasingly apparent in the face of intense market competition.
Companies that are able to identify consumer motivations, preferences, and expectations will more easily adapt their products to market demand.
This not only impacts increased sales but also fosters long-term customer loyalty.
Understanding the dynamics of consumer behavior also helps companies design innovation programs that are relevant to current Therefore, the study of consumer behavior is a crucial pillar in marketing strategy planning (Tangka et al.
, 2.
Consumers' tendency to seek satisfaction in every purchase makes them increasingly selective about the products offered.
Not only quality, but also service, emotional value, and brand experience are important factors to consider.
Therefore, companies need not only to provide quality products but also to build positive emotional connections with consumers.
A pleasant customer experience This open-access article is distributed under a Creative Commons Attribution (CC-BY-NC) 4.
0 licence will increase the likelihood of repeat purchases and positive word-of-mouth recommendations.
This strategy will strengthen the brand's position in the minds of consumers (Meliantari, 2023:.
Overall, understanding consumer behavior is a key foundation for companies in developing effective and efficient marketing strategies.
In the ever-changing business world, information about consumer mindsets and decisions is a valuable asset that can enhance a company's competitiveness.
Furthermore, mastering consumer behavior allows companies to innovate based on market feedback continuously.
Therefore, research on consumer behavior needs to be conducted regularly to remain relevant to evolving social and technological dynamics (Firmansyah, 2018:.
METHODS
The method used in this study to test whether the residual data is normally distributed is statistical analysis.
Testing is performed using the Kolmogorov-Smirnov or Shapiro-Wilk test, depending on the number of samples available in the study.
The results of this test will indicate a significance value, which serves as the basis for the assessment.
If the significance value is greater 05, the residual data is considered normally distributed.
However, if the significance value is less than 0.
05, the data is considered abnormal.
Using this method provides more objective results because it is based on measurable statistical calculations.
RESULT AND DISCUSSION
The number of questions regarding brand image (X.
, product quality (X.
, brand trust (X.
, and purchasing decisions (Y) was 46.
Before conducting the research with 100 respondents, a validity test was conducted with 30 non-respondents.
To determine the validity of the questionnaire, refer to the table in the appendix.
Where .
= .
-2 = 28 and alpha = 5% .
, the r table obtained was An item is considered valid if the calculated r value is greater than the r table, namely with a significance level of 5% or 0.
(N = .
, the r table obtained was 0.
The validity test was calculated with the 30 respondents using SPSS version 22.
Table 1.
Results of the Purchase Validity Test (Y) Variable Buying decision (Y) No.
Item Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
r Count
0,767
0,730
0,742
0,789
0,770
0,713
0,794
0,865
0,786
0,783
r Table Information 0,361 Valid Source: Primary Data, 2025 Table 2.
Results of the Brand Image Validity Test (X.
Variable Brand Image (X.
No.
Item X1.
X1.
X1.
X1.
X1.
r Count
0,810
0,745
0,687
0,642
0,528
r Table Information 0,361 Valid This open-access article is distributed under a Creative Commons Attribution (CC-BY-NC) 4.
0 licence Variable No.
Item X1.
X1.
X1.
X1.
X1.
X1.
r Count
0,795
0,669
0,827
0,689
0,761
0,662
r Table Information Source: Primary Data, 2025 Table 3.
Results of Product Quality Validity Test (X.
Variable Product Quality (X.
No.
Item X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
r Count
0,603
0,764
0,823
0,690
0,780
0,888
0,710
0,613
0,784
0,705
0,728
0,736
r Table Information 0,361 Valid Source: Primary Data, 2025 Table 4.
Results of the Brand Trust Validity Test (X.
Variable Brand Trust (X.
No.
Item X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
r Count
0,625
0,683
0,436
0,631
0,490
0,783
0,663
0,686
0,809
0,703
0,702
0,796
0,756
r Table Information 0,361 Valid Source: Primary Data, 2025 Table 5.
Reliability Test Results Variable Buying decision (Y) Brand Image (X.
Product Quality (X.
Brand Trust (X.
CronbachAos Alpha
0,895
0,923
0,896
Limit
>0,70
N of Items Information Realible Source: Processed Data, 2025 This open-access article is distributed under a Creative Commons Attribution (CC-BY-NC) 4.
0 licence Table 6.
Descriptive Statistical Analysis Buying decision (Y) Brand Image (X.
Product Quality (X.
Brand Trust (X.
Valid N .
Minimum Maxium Mean Std.
Deviation Source: Processed Data, 2025 Table 7.
Normality Test Results Normal Parametersa,b Most Extreme Differences Mean Std.
Deviation Absolute Positive Negative Test Statistic Asym.
Sig.
-taile.
Unstandardized Residual Source: Processed Data, 2025 Source: Processed Data, 2025 Figure 1.
Histogram Graph of Normality Test Table 8.
Multicollinearity Test Results Model 1 (Constan.
Brand Image Product Quality Unstandardized Standardized Coefficients Coefficients Std.
Error Beta Sig.
Collinearity Statistics Tolerance VIF This open-access article is distributed under a Creative Commons Attribution (CC-BY-NC) 4.
0 licence Brand Trust Source: Processed Data, 2025 Source: Processed Data, 2025 Figure 2.
Results of Heteroscedasticity Test Table 9.
Autocorrelation Test Results Model R Square Adjusted R Square Std.
Error of the Estimate Durbin-Watson Source: Processed Data, 2025 Table 10.
Multiple Linear Regression Test Results Model 1 (Constan.
Brand Image Product Quality Brand Trust Unstandardized Standardized Coefficients Coefficients Std.
Error Beta Sig.
Sig.
Source: Processed Data, 2025 Table 11.
t-Test Results Model 1 (Constan.
Brand Image Product Quality Brand Trust Unstandardized Standardized Coefficients Coefficients Std.
Error Beta Source: Processed Data, 2025 Table 12.
F Test Results Model Regression Residual Sum of Squares Mean Square Sig.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-NC) 4.
0 licence Total Source: Processed Data, 2025 Table 13.
Results of the Determination Coefficient Test Change Statistics Model R Square Adjusted R Square Std.
Error in the Estimate R Square Change Change Sig.
Cahnge Source: Processed Data, 2025 Based on the results of the fourth hypothesis test, it was found that brand image, product quality, and brand trust simultaneously had a significant influence on purchasing decisions for Pohon Zaitun goyor sarongs in Tegal City.
This is evidenced by a significance value of 0.
000 < 0.
indicating that these three variables significantly contribute to shaping consumer perceptions, beliefs, and purchasing interest in the product.
The combination of a positive brand image, superior product quality, and high brand trust creates a strong foundation for consumers to make faster and more confident purchasing decisions, and encourages repeat purchases and word-of-mouth Furthermore, the results of the coefficient of determination test showed an adjusted R Square value of 0.
644, or 64.
This means that 64.
4% of purchasing decisions are influenced by brand image, product quality, and brand trust, while the remaining 35.
6% is influenced by other variables outside this study, such as price, promotion, product diversity, and other external factors.
This indicates that although these three main variables have a strong influence, there is room to explore other factors in further research to gain a more comprehensive understanding of consumer behavior.
CONCLUSION
Based on the results of the research that has been conducted, it can be concluded that the perception of brand image, perception of product quality, and brand trust have a positive and significant influence on the purchasing decision of the Pohon Zaitun brand Goyor Sarong in Tegal City at CV Fahaltex.
Partially, the perception of brand image is proven to contribute to forming consumer confidence and attraction to the product, while the perception of product quality assures the quality perceived by consumers, thus encouraging purchasing decisions.
Brand trust also plays an important role because consumers tend to choose products that are considered trustworthy and consistent in providing value.
In addition, these three variables simultaneously also significantly influence purchasing decisions, which shows that the integration between a strong brand image, good product quality, and a high level of brand trust is the main factor in encouraging consumers to purchase the Pohon Zaitun brand Goyor Sarong from CV Fahaltex.
REFERENCES