THE INFLUENCE OF PRODUCT QUALITY AND BRAND TRUST ON CONSUMER PURCHASE INTENTION AT MIRACLE CATERING MANADO

Abstract

This study explores how product quality and brand trust affect consumer purchase intention at Miracle Catering Manado. Using a survey of 100 respondents, the result was found that the data are valid, reliable, and normal, with no multicollinearity or heteroscedasticity issues. The analysis reveals that both product quality and brand trust significantly influence purchase intention, both partially and simultaneously, these findings confirm all the hypotheses. It is concluded that Miracle Catering Manado should focus on improving and maintaining product quality and building brand trust to boost consumer purchase intention and need to maximize the marketing communication for the business. Future research could expand on this by including a larger sample and considering additional factors like price and service quality.

Keyword: Marketing, Product Quality, Brand Trust, Purchase Intention