THE INFLUENCE OF PRODUCT WARRANTY, BRAND IMAGE AND TRUST ON PURCHASE DECISION

Abstract

This study was conducted to examine the influence of product warranty, brand image, and trust on purchasing decisions mediated by subjective warranty and objective warranty. The study population was urban residents with 305 respondents who were fuel-powered vehicle users. The results showed that product warranty and trust had a significant influence on purchasing decisions. Meanwhile, brand image did not have a significant influence on purchasing decisions even though it was mediated by product warranty. Product warranty and trust significantly influenced purchasing decisions mediated by objective warranty. Product warranty significantly influenced purchasing decisions mediated by subjective warranty. These findings emphasize the importance of the objective aspect of warranty and the role of product warranty in shaping consumer purchasing decisions.