The effect of brand image and price on purchase decisions for erigo products with product quality as a mediation variable
Main Article Content
Abstract
Research on purchasing decisions in the fashion industry continues to show inconsistent findings regarding the roles of brand image, price, and product quality. In the Indonesian context, Erigo represents a rapidly growing local brand with strong visibility, yet limited empirical evidence explains the factors driving consumers’ purchase decisions toward it. This study examines how Brand Image and Price influence Purchase Decisions by integrating Product Quality as a mediating variable. A quantitative method was employed, and data were collected through a structured questionnaire distributed to consumers with prior experience using Erigo products. All measurement indicators were adapted from established literature and assessed using validity and reliability testing. SmartPLS was used for analysis, including measurement and structural model evaluation with a 5% significance level. The findings indicate that Brand Image does not directly influence Purchase Decisions but significantly improves Product Quality, which strongly drives purchasing behavior. Price shows both direct and indirect effects through Product Quality, making it a key determinant of purchase decisions. Overall, the study highlights the importance of maintaining strong product performance and strategic pricing alignment to enhance consumer purchasing behavior toward Erigo products.
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How to Cite
Janothama, F. and Saputro, E. P. . (2025) “The effect of brand image and price on purchase decisions for erigo products with product quality as a mediation variable”, Jurnal Mantik, 9(4), pp. 1141-1150. doi: 10.35335/mantik.v9i4.6845.
References
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Firdaus, A., Rosnani, T., Listiana, E., Setiawan, H., & Fitriana, A. (2024). Customer Experience And Brand Image On Loyalty Through Customer Satisfaction Of Erigo Consumers. Journal Of Management Science (Jmas), 7(1), 241–249. Www.Exsys.Iocspublisher.Org/Index.Php/Jmas
Hendy, H., Robin, R., & Aranggoh, H. (2024). Analisis Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Kesetiaan Pelanggan Pada Merek Erigo Di Medan. Akademik: Jurnal Mahasiswa Humanis, 4(3), 1191–1203. Https://Doi.Org/10.37481/Jmh.V4i3.1065
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Mujanah, S., & Satriatama, R. (2022). The Effect Of Customer Delight, Brand Image, And Product Innovation On The Purchase Decision Of The Erigo Brand In The City Of Surabaya. Journal Of Applied Management And Business (Jamb), 3(2), 65–76. Https://Doi.Org/10.37802/Jamb.V3i2.280
Novelayanti, M. D. (2024). The Effect Of Promotions And Online Customer Reviews On Purchase Decisions Mediated By Brand Image On Erigo Products On Shopee E-Commerce. Indonesian Interdisciplinary Journal Of Sharia Economics (Iijse), 7(2), 167–186.
Oen, H. A., Amrulloh, R. A., & Diany, A. A. (2025). Pengraruh Persepsi Harga, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian Local Brand Erigo Pada Platform Marketplace Shopee Di Kalangan Mahasiswa Sekolah Tinggi Ilmu Ekonomi Pancasetia Banjarmasin. Eco-Fin, 7(2), 1181–1196. Https://Doi.Org/10.32877/Ef.V7i2.2508
Phwa, K. A., & Putri, M. E. E. (2022). The Effect Of Brand Image And Celebrity Influencers Towards Consumer Purchase Intention Of Erigo Store. Journal Of Business, Management, And Social Studies, 2(2), 65–74. Https://Doi.Org/10.53748/Jbms.V2i2.39
Puspitasari, O. R., Maisun, M. F., Haq, A., Khuluqi, M. I., Andni, R., Karsono, L. D. P., Zaenuri, Z., & Jabben, Z. (2024). Customer Satisfaction: Judging From Price, Product Quality And Service Quality. Jurnal Ekonomi, Bisnis & Entrepreneurship, 18(2), 665–681. Https://Doi.Org/10.55208/165krp56
Putu Silvia Marcelina, Yosephine Jessica Teyseran, & Catharina Aprilia Hellyani. (2023). Pengaruh Brand Image, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Produk Fashion Pada Konsumen Indonesia. Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan, 3(2), 252–262. Https://Doi.Org/10.55606/Jimek.V3i2.1805
Radika, A. (2022). Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Merek Erigo Di Kab. Gresik. Gemah Ripah: Jurnal Bisnis, 2(01), 43–59. Https://Aksiologi.Org/Index.Php/Gemahripah/Article/View/229
Rahayu, D. R., Dwi Cahyani, P., Dwi Cahya, A., Manajemen, P., & Ekonomi, F. (2024). Intervening (Studi Kasus Pada Produk Erigo Di Yogyakarta). Jurnal Cahaya Mandalika, 5(1), 22–33. Http://Ojs.Cahayamandalika.Com/Index.Php/Jcm
Ramadhan Aprian Aditama, R., Susanto, R., & Wahyuning Tias, R. (2023). Prediction Of Brand Awareness On Purchasing Decisions: Brand Image As Mediation. Business And Accounting Research (Ijebar) Peer Reviewed-International Journal, 7(4), 1–8. Https://Jurnal.Stie-Aas.Ac.Id/Index.Php/Ijebar
Reiza, M., Sudarwanto, T., & Irawati, W. (2023). Pefadillah, A., & Koyum, K. (2015). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Pelanggan. Jurnal Ilmiah Manajemen Kesatuan, 3(2), 125–132. Https://Doi.Org/10.37641/Jimkes.V3i2.824ngaruh Kualitas Produk Dan Citra Merek Terhadap Kepuasan Ko. Bima?: Journal Of Business And Innovation Management, 6(1), 37–46.
Rimiyati, H., & Rizky Avasyah Rahman, A. (2024). The Effect Of Brand Personality, Brand Awareness, Fashion Consciousness On Loyalty Through Satisfaction As An Intervening Variable. Journal Of Business And Halal Industry, 2(2), 1–22. Https://Doi.Org/10.47134/Jbhi.V2i2.499
Sari, D. P., & Nuvriasari, A. (2018). Eiger ( Kajian Pada Mahasiswa Universitas Mercu Buana Yogyakarta ). Jurnal Penelitian Ekonomi Dan Bisnis, 3(2), 73–83.
Sari, Y. R., Harliyani, S., & Sanjaya, V. F. (2022). Pengaruh Harga, Brand Image, Dan Celebrity Endorser Enzy Storia Terhadap Minat Beli Produk Erigo. Business And Enterpreneurship Journal (Bej), 3(1), 1–8. Https://Doi.Org/10.57084/Bej.V3i1.782
Sofyansyah, M. I. (2025). Pengaruh Citra Merek Dan Brand Ambassador Konsumen Pada Erigo Apparel Jimea | Jurnal Ilmiah Mea ( Manajemen , Ekonomi , Dan Akuntansi ). Jurnal Ilmiah Mea (Manajemen, Ekonomi, Dan Akuntansi), 9(2), 1–22.
Sudarman, D. (2025). Brand Attitude As A Mediator In The Relationship Between Quality And Self- Congruity With Purchase Intention Of Local Fashion. Review Of Global Economic, Finance, And Transformation, 1(2), 78–93.
Sundari, W., & Lailla, N. (2025). Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Dan Keputusan Pembelian Brand Erigo Pada Masyarakat Kota Depok. Jurnal Samudra Ekonomi Dan Bisnis, 16(2), 325–336. Https://Doi.Org/10.33059/Jseb.V16i2.10926
Sya’roni, Y., & Fikriah, N. L. (2024). The Effect Of Product Quality, Service Quality And Ewom On Repurchase Intention: Consumer Satisfaction As A Mediating Variable (Study On Consumers Of Erigo Official Marketplace Products In Malang). Asian Journal Of Economics, Business And Accounting, 24(6), 622–635. Https://Doi.Org/10.9734/Ajeba/2024/V24i61386
Wijaya, E. A., Susilawaty, L., Simbolon, I. P., Tan, R., & Puteri, N. D. (2024). The Influence Of Brand Awareness, Brand Association, Perceived Quality And Brand Loyalty On Intention To Purchase Erigo Products. Proceedings Of The Twelfth International Conference On Entrepreneurship And Business Management 2023, 2023(Icebm 2023), 173–185. Https://Doi.Org/10.2991/978-94-6463-508-9_14
Andarista, F., Hariyani, D. S., Ula, R., & Fauzi, A. (2022). Pengaruh Brand Ambassador Dan Promosi Terhadap Minat Beli. Journal Of Current Research In Business And Economics, 01(02), 36–44.
Dimas Widi Laksono, Fardiana, E., & Rino Rinaldo. (2023). Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Kepuasan Konsumen Produk Pakaian Merek Erigo Di Kota Tangerang. Arbitrase: Journal Of Economics And Accounting, 4(2), 204–211. Https://Doi.Org/10.47065/Arbitrase.V4i2.1337
Fikriansyah, F., Sapta Putra, S., Digdowiseiso, K., Program, *, Manajemen, S., Ekonomi, F., Bisnis, D., & Nasional Jakarta, U. (2023). The Influence Of Product Innovation, Social Media And Brand Image On Customer Purchasing Decisions For Erigo Fashion Products.Fadillah Fikriansyah,Et.Al The Influence Of Product Innovation, Social Media And Brand Image On Customer Product Purchase Decisions Erigo Fashion Under A Creative Commons Attribution-Noncommercial 4.0 International License (Cc By-Nc 4.0). Economic Journal, 12(04), 2023. Http://Ejournal.Seaninstitute.Or.Id/Index.Php/Ekonomi
Firdaus, A., Rosnani, T., Listiana, E., Setiawan, H., & Fitriana, A. (2024). Customer Experience And Brand Image On Loyalty Through Customer Satisfaction Of Erigo Consumers. Journal Of Management Science (Jmas), 7(1), 241–249. Www.Exsys.Iocspublisher.Org/Index.Php/Jmas
Hendy, H., Robin, R., & Aranggoh, H. (2024). Analisis Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Kesetiaan Pelanggan Pada Merek Erigo Di Medan. Akademik: Jurnal Mahasiswa Humanis, 4(3), 1191–1203. Https://Doi.Org/10.37481/Jmh.V4i3.1065
Ilham Romadhon Hadi Kusuma. (2024). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi Pada Erigo Di Shopee Terhadap Mahasiswa Malang).
Mahrizal, M., Zulkifli, Z., & Herizal, H. (2024). Determinan Keputusan Pembelian Produk Fashion Lokal Brand Erigo Di Shopee. Jurnal Riset Entrepreneurship, 7(2), 115. Https://Doi.Org/10.30587/Jre.V7i2.8334
Muchtaris, A., & Irawati, Z. (2025). Analisis Kualitas Pelayanan Elektronik Dan Citra Merek Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan (Studi Pada Pelanggan Erigo Store Di Surakarta). Jurnal Lentera Bisnis, 14(2), 2402–2424. Https://Doi.Org/10.34127/Jrlab.V14i2.1601
Mujanah, S., & Satriatama, R. (2022). The Effect Of Customer Delight, Brand Image, And Product Innovation On The Purchase Decision Of The Erigo Brand In The City Of Surabaya. Journal Of Applied Management And Business (Jamb), 3(2), 65–76. Https://Doi.Org/10.37802/Jamb.V3i2.280
Novelayanti, M. D. (2024). The Effect Of Promotions And Online Customer Reviews On Purchase Decisions Mediated By Brand Image On Erigo Products On Shopee E-Commerce. Indonesian Interdisciplinary Journal Of Sharia Economics (Iijse), 7(2), 167–186.
Oen, H. A., Amrulloh, R. A., & Diany, A. A. (2025). Pengraruh Persepsi Harga, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian Local Brand Erigo Pada Platform Marketplace Shopee Di Kalangan Mahasiswa Sekolah Tinggi Ilmu Ekonomi Pancasetia Banjarmasin. Eco-Fin, 7(2), 1181–1196. Https://Doi.Org/10.32877/Ef.V7i2.2508
Phwa, K. A., & Putri, M. E. E. (2022). The Effect Of Brand Image And Celebrity Influencers Towards Consumer Purchase Intention Of Erigo Store. Journal Of Business, Management, And Social Studies, 2(2), 65–74. Https://Doi.Org/10.53748/Jbms.V2i2.39
Puspitasari, O. R., Maisun, M. F., Haq, A., Khuluqi, M. I., Andni, R., Karsono, L. D. P., Zaenuri, Z., & Jabben, Z. (2024). Customer Satisfaction: Judging From Price, Product Quality And Service Quality. Jurnal Ekonomi, Bisnis & Entrepreneurship, 18(2), 665–681. Https://Doi.Org/10.55208/165krp56
Putu Silvia Marcelina, Yosephine Jessica Teyseran, & Catharina Aprilia Hellyani. (2023). Pengaruh Brand Image, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Produk Fashion Pada Konsumen Indonesia. Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan, 3(2), 252–262. Https://Doi.Org/10.55606/Jimek.V3i2.1805
Radika, A. (2022). Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Merek Erigo Di Kab. Gresik. Gemah Ripah: Jurnal Bisnis, 2(01), 43–59. Https://Aksiologi.Org/Index.Php/Gemahripah/Article/View/229
Rahayu, D. R., Dwi Cahyani, P., Dwi Cahya, A., Manajemen, P., & Ekonomi, F. (2024). Intervening (Studi Kasus Pada Produk Erigo Di Yogyakarta). Jurnal Cahaya Mandalika, 5(1), 22–33. Http://Ojs.Cahayamandalika.Com/Index.Php/Jcm
Ramadhan Aprian Aditama, R., Susanto, R., & Wahyuning Tias, R. (2023). Prediction Of Brand Awareness On Purchasing Decisions: Brand Image As Mediation. Business And Accounting Research (Ijebar) Peer Reviewed-International Journal, 7(4), 1–8. Https://Jurnal.Stie-Aas.Ac.Id/Index.Php/Ijebar
Reiza, M., Sudarwanto, T., & Irawati, W. (2023). Pefadillah, A., & Koyum, K. (2015). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Pelanggan. Jurnal Ilmiah Manajemen Kesatuan, 3(2), 125–132. Https://Doi.Org/10.37641/Jimkes.V3i2.824ngaruh Kualitas Produk Dan Citra Merek Terhadap Kepuasan Ko. Bima?: Journal Of Business And Innovation Management, 6(1), 37–46.
Rimiyati, H., & Rizky Avasyah Rahman, A. (2024). The Effect Of Brand Personality, Brand Awareness, Fashion Consciousness On Loyalty Through Satisfaction As An Intervening Variable. Journal Of Business And Halal Industry, 2(2), 1–22. Https://Doi.Org/10.47134/Jbhi.V2i2.499
Sari, D. P., & Nuvriasari, A. (2018). Eiger ( Kajian Pada Mahasiswa Universitas Mercu Buana Yogyakarta ). Jurnal Penelitian Ekonomi Dan Bisnis, 3(2), 73–83.
Sari, Y. R., Harliyani, S., & Sanjaya, V. F. (2022). Pengaruh Harga, Brand Image, Dan Celebrity Endorser Enzy Storia Terhadap Minat Beli Produk Erigo. Business And Enterpreneurship Journal (Bej), 3(1), 1–8. Https://Doi.Org/10.57084/Bej.V3i1.782
Sofyansyah, M. I. (2025). Pengaruh Citra Merek Dan Brand Ambassador Konsumen Pada Erigo Apparel Jimea | Jurnal Ilmiah Mea ( Manajemen , Ekonomi , Dan Akuntansi ). Jurnal Ilmiah Mea (Manajemen, Ekonomi, Dan Akuntansi), 9(2), 1–22.
Sudarman, D. (2025). Brand Attitude As A Mediator In The Relationship Between Quality And Self- Congruity With Purchase Intention Of Local Fashion. Review Of Global Economic, Finance, And Transformation, 1(2), 78–93.
Sundari, W., & Lailla, N. (2025). Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Dan Keputusan Pembelian Brand Erigo Pada Masyarakat Kota Depok. Jurnal Samudra Ekonomi Dan Bisnis, 16(2), 325–336. Https://Doi.Org/10.33059/Jseb.V16i2.10926
Sya’roni, Y., & Fikriah, N. L. (2024). The Effect Of Product Quality, Service Quality And Ewom On Repurchase Intention: Consumer Satisfaction As A Mediating Variable (Study On Consumers Of Erigo Official Marketplace Products In Malang). Asian Journal Of Economics, Business And Accounting, 24(6), 622–635. Https://Doi.Org/10.9734/Ajeba/2024/V24i61386
Wijaya, E. A., Susilawaty, L., Simbolon, I. P., Tan, R., & Puteri, N. D. (2024). The Influence Of Brand Awareness, Brand Association, Perceived Quality And Brand Loyalty On Intention To Purchase Erigo Products. Proceedings Of The Twelfth International Conference On Entrepreneurship And Business Management 2023, 2023(Icebm 2023), 173–185. Https://Doi.Org/10.2991/978-94-6463-508-9_14
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