The Effect of Product Quality and Price Perception on Purchase Decision-Making Process Mediated by Brand Image in EdTech Start-Up
DOI:
https://doi.org/10.24256/kharaj.v7i4.8256Keywords:
Product Quality, Price Perception, Brand Image, Purchase Decision-Making Process, DibimbingAbstract
The quick development of digital technology has changed consumer behavior and sped up the expansion of Indonesian educational technology (EdTech) platforms. Among these, one of the digital training platforms is crucial for enhancing digital proficiency. With brand image acting as a mediating variable, this study attempts to investigate how product quality and price perception affect the decision to buy. 205 respondents, who were both participants and alumni of Dibimbing's bootcamp programs, participated in a quantitative study that used a convenience sample strategy. The findings reveal that the purchase decision-making process is positively and significantly impacted by both price perception (β = 0.214; p < 0.000) and product quality (β = 0.397; p < 0.000). Moreover, The impacts of Price Perception (indirect effect β = 0.123; p < 0.000) and Product Quality (indirect effect β = 0.183; p < 0.000) on the Purchase Decision-Making Process are considerably mediated by Brand Image. The direct effect of Product Quality remains stronger than the mediated one, suggesting that perceived quality is the dominant factor influencing purchasing behavior in EdTech contexts. These results highlight the strategic importance of enhancing product quality, implementing value-driven pricing, and strengthening brand image through testimonials and digital innovation to improve users’ purchasing decisions
References
AC, A. M., Haryanti, N., & Putri, I. A. N. K. (2023). The influence of brand ambassadors and promotions on purchase decisions through brand image as an intervening variable in Tokopedia e-marketplace in East Java. International Journal of Social Science and Business, 7(3), 713-724. https://doi.org/10.23887/ijssb.v7i3.58889
Adhisakti, G., & Hadiprawoto, T. R. (2024). The Influence of Social Media Brand-Related Communication on Brand Equity and Consumer Response Towards Online Bootcamp Brands in Indonesia. Dinasti International Journal of Economics, Finance & Accounting (DIJEFA), 5(5), 5132-5142. https://doi.org/10.38035/dijefa.v5i5.3470
Akbarullah, A. A., & Silitonga, P. (2024). The Impact of Product Quality, Product Design and Price Perception Increasing Purchase Decisions Mediated By Brand Image in Lock N Lock Indonesia. Business Management Analysis Journal (BMAJ), 7(1), 102-126. https://doi.org/10.24176/bmaj.v7i1.11898
Angeline, C., Suparna, G., & Dana, I. M. (2023). The role of brand image in mediating the influence of promotion on purchase decisions. Journal of Law and Sustainable Development, 11(10), 1-29. https://doi.org/10.55908/sdgs.v11i10.869
Arum, J. S., & Achmad, N. (2024). The Effect of Promotion, Price and Product Quality on Wardah Skincare Purchasing Decisions. Jurnal Ilmiah Manajemen Kesatuan, 12(2), 451–458. https://doi.org/10.37641/jimkes.v12i2.2516
Asosiasi Penyelenggara Jasa Internet Indonesia. (2024, February 7). Asosiasi Penyelenggara Jasa Internet Indonesia. Asosiasi Penyelenggara Jasa Internet Indonesia. Retrieved April 30, 2025, from https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
Ernawati, R., Dwi, A. B., & Argo, J. G. (2021). Analisis pengaruh promosi, harga, dan citra merek terhadap keputusan pembelian pada situs e-commerce Zalora di Jakarta. Business Management Analysis Journal (BMAJ), 4(2), 80–98. https://doi.org/10.24176/bmaj.v4i2.5901
Facts & Factors. (2024, June 17). E-Learning Market Size, Share Global Analysis Report, 2024 – 2032. https://www.fnfresearch.com/e-learning-market-report
Feichter, C., Moers, F., & Timmermans, O. (2022). Relative performance evaluation and competitive aggressiveness. Journal of Accounting Research, 60(3), 723–771. https://doi.org/10.1111/1475-679X.12419
Forbes. (2025). 30 under 30 Asia 2025: Consumer & enterprise technology. Forbes. https://www.forbes.com/30-under-30/2025/asia/consumer-enterprise-technology
Gulo, T., Suryati, L., & Ginting, R. S. I. (2022). Analisis Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Pada Fa. Banang Jaya. Jurnal Ilmiah Manajemen Kesatuan, 10(3), 545–558. https://doi.org/10.37641/jimkes.v10i3.1508
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd Edition). Sage Publications.
Handayani, N., & Sutawijaya, A. H. (2024). Impact of product quality and brand image on purchase decision for LGNSHOP fashion products. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1413–1426. https://doi.org/10.37641/jimkes.v12i4.2436
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Indrasari, M. (2019). Pemasaran dan kepuasan pelanggan. Surabaya: Unitomo Press.
Kompasiana. (2022, November 29). Gen Z merapat! Ini 8 rekomendasi bootcamp untuk memulai karir di startup. Kompasiana. https://www.kompasiana.com/dalesar/63860a3e4addee08193eeaf2/gen-z-merapat-ini-8-rekomendasi-bootcamp-untuk-memulai-karir-di-startup
Keller, Kevin Lane and Vanitha Swaminathan. (2020). Strategic Brand Management : Building, Measuring, and Managing Brand Equity Fifth Edition. United States of America : Pearson Education, Inc.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing.
Kotler, Philip and Gary Armstrong. (2021). Principles of Marketing Eighteenth Edition Global Edition. United Kingdom : Pearson Education Limited.
Lestari, R., & Suryani, L. (2022). The effect of brand image, price perception, and product quality on the purchase decision of MS Glow Skincare on students of the National University of Jakarta Selatan. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 11755–11761. https://doi.org/10.33258/birci.v5i2.5007
Mullins, Orville, Larreche, dan Boyd. 2005. Marketing Management: A Strategic Decision-Making Approach (6th Edition). Penerbit McGraw-Hill, New York City.
Nabilaturrahma, N., Maesaroh, S. S., & Nuryadin, A. (2024). Pengaruh Influencer Marketing terhadap Purchase Decision Melalui Brand Image pada Pengguna Wardah UV Shield Series. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 3(6), 1445-1459. https://doi.org/10.56799/ekoma.v3i6.4975
Ningsih, A. F., Sulistiono, B., Anawati, N., & Setiyoko, D. T. (2024). Pengaruh Inovasi Teknologi pada Dinamika Kehidupan Sosial: Literature Review. Jurnal Pengabdian Masyarakat dan Riset Pendidikan, 3(1), 1-12. https://doi.org/10.31004/jerkin.v3i1.345
Nofrizal, N., Sucherly, S., Juju, U., Khairani, Z., & Soviyanti, E. (2023). Can Product Quality Improve Purchase Decisions in E-Commerce and Social Media through Customer Loyalty and Trust?. Binus Business Review, 14(2), 147-161. https://doi.org/10.21512/bbr.v14i2.8800
Nurvita, R. A., & Saputro, E. P. (2024). The effect of product quality, price promotion and brand image on purchasing decisions at Somethinc Skincare. Jurnal Ilmiah Manajemen Kesatuan, 12(2), 459–468. https://doi.org/10.37641/jimkes.v12i2.2517
Rosa, G. (2021). Purchasing decisions of travellers in Poland in the context of their age. Procedia Computer Science, 192, 2406–2412. https://doi.org/10.1016/j.procs.2021.09.009
Saputra, A. (2022). Predicting consumer purchasing decision from product quality and promotion through brand image. Journal of Business and Management Review, 3(9), 581-600. https://doi.org/10.47153/jbmr39.4502022
Simbolon, F. P., Handayani, E. R., & Nugraedy, M. (2020). The influence of product quality, price fairness, brand image, and customer value on purchase decision of toyota agya consumers: a study of low cost green car. Binus Business Review, 11(3), 187-196. https://doi.org/10.21512/bbr.v11i3.6420
Siahaan, M. (2025, August 21). Revenue of the online learning platforms market in Indonesia from 2017 to 2029. Statista. https://www.statista.com/forecasts/1395144/indonesia-online-learning-platforms-revenue
Solihin, D., Ahyani, A., & Setiawan, R. (2021). The Influence of Brand Image and Atmosphere Store on Purchase Decision for Samsung Brand Smartphone with Buying Intervention as Intervening Variables. International Journal of Social Science and Business, 5(2), 262-270. https://doi.org/10.23887/ijssb.v5i2.30847
Sun, Y., Huang, Y., Fang, X., & Yan, F. (2022). The purchase intention for agricultural products of regional public brands: Examining the influences of awareness, perceived quality, and brand trust. Mathematical Problems in Engineering, 2022, 1-10. https://doi.org/10.1155/2022/4991059
Stefani, S., & Fadillah, A. (2021). Pengaruh Persepsi Harga, Kualitas Produk, dan Promosi Penjualan Terhadap Keputusan Pembelian Motor Honda Vario. https://doi.org/10.37641/jimkes.v9i3.799
Winardy, I., Purba, P. Y., Chaniago, C., & Andika, A. (2021). The Positive Impact of Product Quality, Price, and, Promotion on Purchasing Decision of Toyota Innova Cars. International Journal of Social Science and Business, 5(2), 161-166. https://doi.org/10.23887/ijssb.v5i2.35512
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302
Zuhdi, S., Primandini, D., & Sujana, S. (2024). The influence of product quality, price perceptions, and sales promotions on purchasing decisions: Case study at the House of Donatello in Bogor. Jurnal Ilmiah Manajemen Kesatuan, 12(3), 617–628. https://doi.org/10.37641/jimkes.v12i3.2541
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2025 Astrid Nurul Azizah, Syti Sarah Maesaroh, Asep Nuryadin
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
