From Trust to Transaction: Exploring the Interplay of Brand Loyalty, Perception, Product Quality, and Price in Shaping Buying Decisions
DOI:
https://doi.org/10.46745/ilma.jbs.2025.21.01.05Keywords:
brand loyalty, price conception, consumer engagement, moderation role, brand perception, emotional factors, buying decision.Abstract
This study investigates the complex interactions among product quality, brand perception, brand loyalty and price in shaping consumer purchasing decisions. Based on a quantitative research framework and structural equation modeling (SEM) was used to look at both direct and indirect effects between these variables. The results show that brand loyalty is the most important factor that affects the consumer buying behavior. This shows that it is the key to turning trust into action. Brand perception and product quality also have a positive effect on buying decision which shows how consumer attitudes and their experiences affect their product choices. Price also serves as a mediating variable in the model. Product quality and brand loyalty have a positive effect on how people see prices, while brand perception has a small negative effect. This means that strong brand associations don’t always lead to a fair price perception. The model explains a significant portion of the variance in consumer buying decisions and providing an in-depth comprehension of the interplay between emotional and evaluative factors and rational pricing considerations. These findings highlight the necessity for marketers and brand strategists to cultivate robust brand relationships, ensure consistent product quality and implement pricing strategies that align with consumer perceived value. This integrated perspective provides actionable strategies for improving consumer engagement, fostering consumer loyalty and ultimately affecting purchase intent in competitive market contexts.
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