PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI KEPERCAYAAN MEREK PADA BRAND CROCS (STUDI PADA GEN Z DI KOTA MALANG)

This study aims to analyze the effect of product quality and brand image on
purchasing decisions with brand trust as a mediating variable among Generation
Z consumers of Crocs in Malang City. This research uses a quantitative approach
with an explanatory research design. Data were collected from 200 respondents
through an online questionnaire using purposive sampling. Data analysis was
conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM)
with the assistance of SmartPLS 4.0. The results indicate that product quality and
brand image have a positive and significant effect on brand trust and purchasing
decisions. Brand trust also has a positive and significant effect on purchasing
decisions and mediates the influence of product quality and brand image on
purchasing decisions. These findings highlight the important role of brand trust in
encouraging purchasing decisions among Generation Z consumers of Crocs.