Perceived Quality, Product Brand Loyalty, dan Product Price Terhadap Purchase Decision: Literature Review

Abstrak

The reviewed studies reveal a variety of factors influencing consumer purchase decisions, particularly in the automotive industry and other consumer product sectors. The main influencing factors include brand loyalty, perceived quality, price, promotion, brand awareness, brand image, reference groups, and electronic word of mouth (e-WOM). Overall, brand loyalty and perceived quality emerge as dominant determinants in shaping purchasing decisions. Additionally, the role of information technology and social media strengthens the impact of e-WOM and brand trust in accelerating consumer decision-making. Several studies also highlight the mediating effects of customer satisfaction and perceived price fairness in reinforcing the relationship between product quality and customer loyalty. Using quantitative methods, most of the studies confirm significant relationships between these variables and consumer purchase intentions or decisions. These findings provide valuable insights for businesses—especially in the automotive sector—to design effective marketing strategies that emphasize quality, perceived value, and emotional engagement between the brand and consumers.