Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Smartphone di Marketplace dengan Brand Image sebagai Variabel Mediasi

This study aims to empirically examine and analyze the effect of product quality on purchase decisions of smartphones on marketplace, with brand image as a mediating variable. This research applies a quantitative approach using a non-probability sampling technique through purposive sampling. The sample was determined based on specific criteria, consisting of 95 respondents who are users of the Xiaomi POCO F7 smartphone and have made purchases through the Shopee marketplace platform. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS) and Partial Least Square–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS version 4.1.1.5 software. The results of the study indicate that Product Quality has a positive and significant effect on Purchase Decisions, Product Quality has a positive and significant effect on brand image, and brand image has a positive and significant effect on Purchase Decisions of smartphones on marketplace. In addition, brand image is proven to positively and significantly mediate the relationship between Product Quality and Purchase Decisions.