Abstract
Today the economic growth in many parts of the world has increased, especially in developing country, such Indonesia country. With increased economic growth, income and purchasing power of consumers also increased especially in big city like Jakarta. Increased incomes allow consumers to meet their secondary and tertiary needs such air conditioning (AC), washing machine, refrigerator with advanced technology. The purpose of this study was to determine the effect of product quality, perceived price and brand image of the brand purchase decision on Japan's electronics are mediated by consumer trust. Population of this research is visitors of electronic city outlet in South Jakarta and questionnaires were distributed to 376 visitors Electronics City in SCBD and in Pondok Indah Mall using multistage cluster random sampling technique. Data were analyzed using Structural Equation Modeling ( SEM ). The results showed that there are product quality and perceived price have significant and positive effect of the purchase decision; product quality, brand image and perceived price have significant and positive effect of the customer trust; customer trust has significant and positive effect of the purchase decision; no effect of brand image of purchase decision; product quality, perceived price and brand image of the purchase decision mediated by consumer trust in electronic products of Japanese brand
Highlights
Today the economic growth in many parts of the world has increased, especially in developing countries, one of the Indonesian country
H9: There is influence on the purchase decision brand image that is mediated by the customer trust
Not all the variables appropriate to the studied by Huang et al (2004) and Phau et al (2009), where the results of researched by Huang et al, and Phau et al, that the price and quality product affects consumer trust, but brand image not affect customer trust because the product under study is different where Huang et al studied the gray market goods and Phau investigating the counterfeit of luxury brands, while the author examines electronic products
Summary
Today the economic growth in many parts of the world has increased, especially in developing countries, one of the Indonesian country. Income and purchasing power of consumers increased, especially in big cities like Jakarta. In the process of purchase of the products above, consumers will try to get a quality product, to see information of the advertising, the fair price and they are usually more confidence in the products that come from a particular country ( Country Of Origin). This is consistent with the theory Kotler et al, Country Of Origin effect raises the consumer perception of the value of the products originating from certain countries (Chinen et al, 2000)
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