Authors :
Edward Christian; Afriapollo Syafarudin
Volume/Issue :
Volume 11 - 2026, Issue 1 - January
Google Scholar :
https://tinyurl.com/yz6748fv
Scribd :
https://tinyurl.com/3c6658k4
DOI :
https://doi.org/10.38124/ijisrt/26jan1451
Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.
Abstract :
This study aims to examine how Product Quality Image (X1) and Income Value (X2) influence Indonesian consumers purchase decisions for ANTAM gold (Y), and whether Green Consumer Behaviour (Z) partially mediates these relationships. A quantitative survey was conducted among 204 individual consumers who had purchased ANTAM gold using a five-point Likert-scale questionnaire. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping. The findings show that both Product Quality Image and Income Value have positive and significant direct effects on purchase decisions. Green Consumer Behaviour also positively influence purchase decisions and serves as a significant partial mediator, indicating that sustainability-oriented values strengthen— rather than replace—the roles of perceived quality and financial capacity. Practically, the results suggest that ANTAM can enhance consumers’ purchase decisions by consistently reinforcing credibility-based quality cues (e.g., authenticity assurance and certification) while communicating sustainability commitments that resonate with environmentally oriented consumers.
Keywords :
Product Quality Image, Income Value, Green Consumer Behaviour, Purchase Decision, ANTAM Gold.
References :
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This study aims to examine how Product Quality Image (X1) and Income Value (X2) influence Indonesian consumers purchase decisions for ANTAM gold (Y), and whether Green Consumer Behaviour (Z) partially mediates these relationships. A quantitative survey was conducted among 204 individual consumers who had purchased ANTAM gold using a five-point Likert-scale questionnaire. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping. The findings show that both Product Quality Image and Income Value have positive and significant direct effects on purchase decisions. Green Consumer Behaviour also positively influence purchase decisions and serves as a significant partial mediator, indicating that sustainability-oriented values strengthen— rather than replace—the roles of perceived quality and financial capacity. Practically, the results suggest that ANTAM can enhance consumers’ purchase decisions by consistently reinforcing credibility-based quality cues (e.g., authenticity assurance and certification) while communicating sustainability commitments that resonate with environmentally oriented consumers.
Keywords :
Product Quality Image, Income Value, Green Consumer Behaviour, Purchase Decision, ANTAM Gold.
