The Effects of Product Quality Image and Income Value on Antam Gold Purchase Decisions with Green Consumer Behaviour as a Mediating Variable

This study aims to examine how Product Quality Image (X1) and Income Value (X2) influence Indonesian consumers purchase decisions for ANTAM gold (Y), and whether Green Consumer Behaviour (Z) partially mediates these relationships. A quantitative survey was conducted among 204 individual consumers who had purchased ANTAM gold using a five-point Likert-scale questionnaire. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping. The findings show that both Product Quality Image and Income Value have positive and significant direct effects on purchase decisions. Green Consumer Behaviour also positively influence purchase decisions and serves as a significant partial mediator, indicating that sustainability-oriented values strengthen— rather than replace—the roles of perceived quality and financial capacity. Practically, the results suggest that ANTAM can enhance consumers’ purchase decisions by consistently reinforcing credibility-based quality cues (e.g., authenticity assurance and certification) while communicating sustainability commitments that resonate with environmentally oriented consumers.