PENGARUH DESAIN PRODUK DAN KUALITAS PRODUK TERHADAP MINAT BELI DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Erigo di Kota Malang)

The intense competition between local and international brands in Indonesia’s fashion industry influenced consumer purchase interest toward local products. This study aimed to analyze the effect of product design and product quality on purchase interest, with brand image as an intervening variable. A quantitative method was
employed using a questionnaire survey, involving 180 respondents who were Erigo consumers in Malang City. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach through SmartPLS 4 software. The results showed that product design and product quality had a positive and significant effect on purchase interest, both directly and indirectly
through brand image. Furthermore, brand image had a positive and significant influence on purchase interest and significantly mediated the relationship between product design, product quality, and purchase interest. The conclusion of this study emphasized the importance of attractive product design, high product quality, and
a strong brand image in increasing consumer purchase interest.