Exploration of Determinants of Product Purchasing Decisions Based on Product Image for Small and Medium Enterprises in East Java Province

Abstract

This study aims to explore the determinants influencing purchasing decisions of product-based
images in small and medium-sized enterprises (SMEs) in East Java Province. Given the
significance of SMEs in the local economy, this research investigates how product image and
product quality affect consumer behavior in purchasing decisions. Employing a qualitative
research approach, data were collected through in-depth interviews with 30 consumers and 15
SME owners to gain insights into their perceptions and experiences. The interviews were
analyzed thematically to identify key determinants that impact purchasing decisions. The
findings reveal that product image significantly influences consumers' purchasing decisions, with
positive brand associations enhancing consumer trust and preference. Additionally, product
quality emerged as a crucial factor that reinforces the relationship between product image and
purchasing decisions. This study highlights the need for SMEs to focus on developing a strong
product image and ensuring high-quality offerings to attract and retain customers. The research
provides important implications for SME owners in formulating effective marketing strategies to
enhance competitiveness and sustainability in a competitive market. Future research directions
are also discussed, including the exploration of other factors that may influence consumer
purchasing decisions within the SME sector.