Pricing Strategy, Product Quality, and Online Reviews on Traditional Food Purchasing Decisions Through Consumer Trust as an Intervening Variable in Palopo City

Abstract

This study aims to analyze the influence of pricing strategy, product quality, and online reviews on traditional food purchasing decisions through consumer trust as an intervening variable in Palopo City. The research method used was quantitative with a survey method. Data were obtained through the distribution of questionnaires (Google Form) to 100 traditional food consumers and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results showed that pricing strategy had a positive effect on consumer trust and a significant direct effect on purchasing decisions. Conversely, product quality was found to have a significant effect on both trust and purchasing decisions, while online reviews had a significant effect on trust and purchasing decisions, with the greatest effect emerging through the mediation channel of trust. Consumer trust was proven to be a key variable that mediates the influence of pricing strategies, product quality, and online reviews on traditional food purchasing decisions. Thus, this study confirms that trust building is a major factor that determines purchasing decisions, so traditional food businesses need to prioritize consistent product quality, credible online review management, and fair and transparent pricing to strengthen their competitiveness in the digital era.