Marketing Strategy and Product Quality as Determinants of Consumer Purchase Intention: Empirical Evidence from an Electronics Retail Context in Indonesia
Keywords:
Marketing Strategy, Product Quality, Purchase Intention, Consumer BehaviorAbstract
This study investigates the influence of marketing strategy and product quality on consumer purchase intention at an electronics retail store in Kotapinang, North Sumatra, Indonesia, using a quantitative survey approach. Data were collected from 150 purposively selected respondents through a structured questionnaire employing a five-point Likert scale. The measurement model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, including assessments of convergent validity, discriminant validity, and composite reliability before hypothesis testing. The findings reveal that the structural model possesses moderate-to-strong explanatory power (R² = 0.677), indicating that marketing strategy and product quality jointly explain 67.7% of the variance in purchase intention. Both marketing strategy (β = 0.312, t = 2.214, p = 0.027) and product quality (β = 0.498, t = 4.125, p < 0.001) have significant positive effects on purchase intention, with product quality demonstrating a substantially larger effect size (f² = 0.337) than marketing strategy (f² = 0.075). These results suggest that electronics retailers should prioritize product quality improvement while implementing tailored marketing communication strategies to enhance consumer purchase intention, particularly in secondary urban markets. The study contributes to the consumer behavior literature by providing empirical evidence from a small-scale electronics retail context in a non-metropolitan Indonesian city, a setting that remains underrepresented in previous research.
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