• Astri Ayu Purwati Management, Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Onny Setiawan Management, Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia
  • Wella Sandria Management, Universitas Muhammadiyah Jambi, Indonesia
  • Muhammad Luthfi Hamzah Information System, Universitas Islam Negeri Sultan Syarif Kasim Riau, Indonesia


The intense competition between companies raises the activities of companies engaged in the same field, such as retail. Currently, the retail sector's development is quite fast. One is in fashion. Mulia Store is one of the retail outlets in Pekanbaru, Indonesia. This encourages companies to market products that are good according to the needs and desires of consumers. This research aims to find out and analyze the influence of product quality and store image on consumer purchasing decisions. The method used is Structural Equation Model analysis using PLS. The sample used was 100 respondents. This study indicates that Product Quality and Store Image have a significant direct effect on purchasing decisions and store image. Store image is also a mediator between product quality and store image.


Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer buying MPV cars. European Scientific Journal, 14(13), 228-239.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Chen, J. S., Ching, R. K., & Tsou, H. T. (2009). Multi-channel store image and the effects on purchase intention. The Service Industries Journal, 29(9), 1215-1230.
Darojat, T. A. (2020). Effect of Product Quality, Brand Image And Life Style Against Buying Decision. Journal of Management Science (JMAS), 3(2), 51-57.
Ferrell, O. C., & Hartline, M. (2013). Marketing strategy, text and cases. Cengage Learning.
Handi, H., Hendratono, T., Purwanto, E., & Ihalauw, J. J. (2018). The effect of e-WOM and perceived value on the purchase decision of foods by using the go-food application as mediated by trust. Quality Innovation Prosperity, 22(2), 112-127.
Herawati, H., Prajanti, S. D. W., & Kardoyo, K. (2019). Predicted purchasing decisions from lifestyle, product quality and price through purchase motivation. Journal of Economic Education, 8(1), 1-11.
Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of marketing, 35(3), 3-12.
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International business research, 3(3), 63.
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100.
Maretha, V., & Kuncoro, E. A. (2011). Pengaruh Store Atmosphere dan Store Image Terhadap Keputusan Pembelian Konsumen Pada Toko Buku Gramedia Pondok Indah. Binus Business Review, 2(2), 979-991.
Novansa, H., & Ali, H. (2017). Purchase decision model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621-632.
Stefani, A., & Xenos, M. (2008). E-commerce system quality assessment using a model based on ISO 9126 and Belief Networks. Software Quality Journal, 16(1), 107-129.
Seo, S. S., Kim, K., & Nurhidayati, V. A. (2020). Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan. British Food Journal.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Marketing and Consumer Research, 33(3), 34-38.
Vahie, A., & Paswan, A. (2006). Private label brand image: its relationship with store image and national brand. International Journal of Retail & Distribution Management.
Wahyuni, S., & Ginting, M. (2017). The impact of product quality, price and distribution on purchasing decision on the Astra motor products in Jakarta. Arthatama, 1(1), 18-26.





How to Cite

Purwati, A. A. ., Setiawan, O. ., Sandria, W. ., & Hamzah, M. L. . (2022). RETAIL BUSINESS PURCHASE DECISION: THE ROLE OF PRODUCT QUALITY AND STORE IMAGE . International Conference of Business and Social Sciences, 2(1), 1296–1302. Retrieved from