Consumer Purchase Decisions in Indonesia’s Leather Craft Industry: The Roles of Product Quality, Price Perception, and Brand Trust in an Emerging Market
DOI:
https://doi.org/10.22441/jurnal_mix.2026.v16i3.011Keywords:
Brand Trust, Leather Crafts, Price Perception, Product Quality, Purchase Decisions, West JavaAbstract
Objective: The leather craft industry in emerging markets faces increasingly intense competition due to the growing variety of product choices, changing consumer preferences, and the expansion of digital sales channels. Consumers no longer consider only product functionality, but also evaluate quality, price fairness, and trust in the brand before making purchase decisions. Therefore, this study is important to understand the factors influencing consumer purchase decisions in leather craft products This study aims to analyze the influence of Product Quality, Price Perception, and Brand Trust on Consumer Purchase Decisions in the leather craft industry in West Java.
Methodology: This research employed a quantitative approach with an explanatory research design. The population consisted of consumers in West Java who had purchased or used leather craft products. The sampling technique used was purposive sampling, with a total sample of 160 respondents. The study was conducted in West Java from January to May 2026. Data were collected through a closed-ended questionnaire and analyzed using Partial Least Squares Structural Equation Modeling with the assistance of SmartPLS.
Findings: The results show that Product Quality and Brand Trust encourage consumer purchase decisions, while Price Perception indicates that consumers are sensitive to price when the price is perceived as not being proportional to the product benefits. Brand Trust emerges as the most prominent factor in shaping purchase decisions.
Conclusion: The implication of this study suggests that leather craft industry players need to maintain product quality, implement value-based pricing, and consistently build brand trust.
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