PENGARUH PRODUCT QUALITY DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN IPHONE DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI

This study aims to analyze the effect of product quality and brand trust on iPhone purchasing decisions with purchase intention as a mediating variable among consumers in Malang City. This research adopts a quantitative approach using a survey method. The sampling technique applied is purposive sampling with a total of 180 respondents who have purchased iPhones. Data were collected through questionnaires and analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The results show that both product quality and brand trust have a positive and significant effect on purchase intention and purchasing decisions. Furthermore, purchase intention significantly mediates the relationship between product quality and brand trust with purchasing decisions. These findings imply that enhancing product quality and building brand trust can strengthen consumers' purchase intention and drive their decision to buy iPhones.