Impact of brand image and product quality on consumer purchase decisions in Malaysia's social media landscape

Abstract

This study examines at how Malaysian consumers' decisions to buy on social media platforms are influenced by brand perception and product quality. Understanding the factors influencing consumer purchasing decision is essential for businesses to stay competitive given Malaysia's tremendous growth in social media and e-commerce. This study uses a quantitative methodology, gathering data using an online survey that is structured. Malaysian customers who were 18 years of age or older and had made purchases from retail coffee businesses in the previous six months provided a total of 257 valid responses. To investigate the suggested hypotheses, data analysis was carried out using SPSS and SmartPLS software, utilising descriptive statistics and Partial Least Squares Structural Equation Modelling (PLS-SEM). Two main hypotheses were investigated in this study. The findings demonstrated that Malaysian consumers' purchasing decisions are not statistically impacted by brand image. This challenges conventional views that highlight brand image as a primary factor in consumer behaviour. On the other hand, the findings showed a strong positive relationship between product quality and purchase decision. Malaysian consumers place emphasis on product performance, dependability, and durability. This indicate that businesses need to put a high priority on product quality to attract and retain customers.

Keywords: Brand Image, Product Quality, Purchase Decisions, Social Media Platforms, Malaysian Consumers.