The Influence of Price Perception and Product Quality Perception on Purchase Intention toward Local Bag Brand
Abstract
This research investigates how consumers’ views on price and product quality impact their intention to purchase Lataphat Leather Goods using the Theory of Planned Behavior (TBP). The use of high-quality materials leads to higher product prices, prompting an inquiry into whether consumers’ perceptions of price and quality affect their purchasing intentions. This study utilized a quantitative causal methodology with 100 respondents selected through purposive sampling. Data collection involved a Likert-scale of five-point questionnaire, which was analyzed utilizing PLS-SEM via SmartPLS ver. 4. The results illustrate that both price perception and product quality perception significantly and positively influence purchase intention, with price perception having a slightly greater impact. These findings affirm that consumers' cognitive assessments of price and product quality are crucial factors influencing their purchase intentions. This study enhances the application of TPB regarding local bag products and offers practical recommendations for effective pricing and product development strategies. However, the findings are limited to a single local bag brand and two explanatory variables, which may restrict their generalizability to other products and contexts.
Keywords: Local Brand, Price Perception, Product Quality Perception, Purchase Intention, Theory of Planned Behavior
Full Text:
PDFReferences
Çelik, B., Schwarz, J. A., & Tan, B. (2025). Product and Price Competition with Selection of Unique and Common Features and Different Quality Levels. International Journal of Production Economics, 287, 109667. https://doi.org/10.1016/j.ijpe.2025.109667
Ministry of Industry of the Republic of Indonesia. (2024). Industri tekstil, pakaian jadi, dan alas kaki makin ekspansif di triwulan I-2024. https://bbt.kemenperin.go.id/blog/industri-tekstil-pakaian-jadi-dan-alas-kaki-makin-ekspansif-di-triwulan-pertama-2024
Ramdani, F., Sahara, S., & Anisa, D. C. (2025). The Influence of Social Media Marketing, Product Quality and Price on Purchase Intention. Journal of Tourism Economics and Policy, 5(3), 506–523. https://doi.org/10.38142/jtep.v5i3.1495
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.
Sussanto, H., & Alfarizi, M. R. (2023). The Impact of Product Quality, Brand Image, and Price Perception on Bottled Mineral Water (BMW) Purchasing Decision in Jabodetabek. International Journal Multidisciplinary Science, 2(3), 66–74. https://doi.org/10.56127/ijml.v2i3.1169
Fahriza, T., Madita, R., Islami, E. R. P., Nafiah, M., Fahmy, Z., & Zikrinawati, K. (2023). The Effect of Price Perceptions and Purchase Intention on Purchase Decisions of Fashion Products Through the Marketplace Shopee in Students of Walisongo State Islamic University. Journal of Multidisciplinary Science, 2(3), 151–159. https://doi.org/10.58330/prevenire.v2i3.242
Hasbiah, S., & Hasdiansa, I. W. (2025). Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Terhadap Niat Beli Sepatu Lari Lokal di Kota Makassar. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 12(2), 580–591. https://doi.org/10.30640/ekonomika45.v12i2.4437
Ananda, N. P., Handayanto, E., & Hilmi, L. D. (2024). The Influence of Brand Image, Product Quality Perception and Price Perception on Purchase Intention in Somethinc Consumers in Malang. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 4(4), 306–315. https://doi.org/10.22219/jamanika.v4i4.36956
Chelsea, C., & Liem, B. S. (2024). The Influence of Price Perception and Customer Experience on Purchase Intention Mediated by Customer Satisfaction (Empirical Study: Haidilao Restaurant Consumers in Jakarta). Asian Journal of Social and Humanities, 2(7), 1569–1578. https://doi.org/10.59888/ajosh.v2i7.292
Ramli, A. H., Aristawidya, A. N., & Mesina, J. R. O. (2025). The Effect of Social Media Marketing Activities and Price Perception on Brand Trust, Brand Image, and Purchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 13(2), 913–930. https://doi.org/10.37641/jimkes.v13i2.3152
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Consumer Attitude and Uniqueness towards International Products. Procedia Economics and Finance, 35, 632–638. https://doi.org/10.1016/S2212-5671(16)00077-0
Utami, R. N., Muslikh, & Oktavia, D. (2024). The Effect of Product Quality, Price Perception on Purchasing Decisions with Purchase Intention as Mediating. Marketing and Business Strategy, 1(2), 80–92. https://doi.org/10.58777/mbs.v1i2.228
Tonce, Y., & Rangga, Y. D. P. (2022). Minat dan Keputusan Pembelian: Tinjauan Melalui Persepsi Harga & Kualitas Produk. Penerbit Adab.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2020). The Theory of Planned Behavior: Frequently Asked Questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase Intention toward Organic Food among Young Consumers using Theory of Planned Behavior: Role of Environmental Concerns and Environmental Awareness. Journal of Environmental Planning and Management, 64(5), 796–822. https://doi.org/10.1080/09640568.2020.1785404
Nguyễn, H. M. (2023). Application of The Theory of Planned Behavior (TPB) to The Analysis of The Factors Affecting The Intention to Accept Circular Economy Models of Vietnam Consumers. In ARPHA Preprints. https://doi.org/10.3897/arphapreprints.e102273
Islam, S., Islam, M. F., & Zannat, N.-E.-. (2023). Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis. Sage Open, 13(3). https://doi.org/10.1177/21582440231197495
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. https://doi.org/10.2307/1251446
Arindaputri, N. B., & Santoso, S. (2023). Analysis of the Influence of Digital Marketing, Brand Image, and Price Perception on Purchase Intention and Brand Loyalty in Uniqlo Apparel Products. International Journal of Research in Business and Social Science, 12(4), 57–65. https://doi.org/10.20525/ijrbs.v12i4.2612
Kotler, P., & Keller, K. L. (2021). Marketing Management (15th ed.). Pearson.
Prasetyo, I., Vito, R. A., Prawidya, A. R., Aulia, D. P., Putra, R. S. D., Nurissaifah, S., Khasanah, S., Wulan, M. A., & Puspitasari, D. M. (2026). The Impact of Content Marketing on Purchase Intentions: An Empirical Study of Jamuin.co’s Instagram Marketing Strategy. International Humanities and Applied Science Journal, 9(1), 1–7. https://doi.org/10.22441/ihasj.2022.v5i3.02
Komalasari, F., Christianto, A., & Ganiarto, E. (2021). Factors Influencing Purchase Intention in Affecting Purchase Decision: A Study of E-commerce Customer in Greater Jakarta. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 28(1). https://doi.org/10.20476/jbb.v28i1.1290
Hong, L. M., Sha’ari, M. A. A. H., Annamalai, D., Norazmi, M. S. A. Bin, Hizani, N. A. B., & Kiat, T. K. (2021). Factors Influence Customers Purchase Intention Towards Hypermarkets at Kota Bharu, Kelantan. Jurnal Manajemen Dan Kewirausahaan, 23(2), 159–166. https://doi.org/10.9744/jmk.23.2.159-166
Liu, P., Li, M., Dai, D., & Guo, L. (2021). The Effects of Social Commerce Environmental Characteristics on Customers’ Purchase Intentions: The Chain Mediating Effect of Customer-To-Customer Interaction and Customer-Perceived Value. Electronic Commerce Research and Applications, 48, 101073. https://doi.org/10.1016/j.elerap.2021.101073
Creswell, J. W., & Creswell, J. D. (2023). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (6th ed.). SAGE Publications.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE.
DOI: http://dx.doi.org/10.30829/jombi.v8i01.30318
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Rashaky Arya Vito
