Analysis Product Quality Image and Price Perception on PT. Aneka Tambang (ANTAM) Gold Purchase Decisions with Green Consumer Behaviour as a Mediating Variable

This research investigates the extent to which Product Quality Image (X1) and Price Perception (X2) shape Indonesian consumers’ decisions to purchase ANTAM gold (Y), while also assessing the mediating contribution of Green Consumer Behaviour (Z). Data were gathered through a quantitative survey of 204 individuals who had previously bought ANTAM gold, using a five-point Likert-scale instrument. The hypothesized relationships were tested with PLS-SEM supported by bootstrapping procedures. The results indicate that a stronger quality image and a more favorable perception of price both increase the likelihood of purchase. In addition, Green Consumer Behaviour contributes directly to purchase decisions and functions as a meaningful partial mediator, suggesting that environmentally oriented values reinforce—rather than substitute—the influence of quality and price evaluation in this context. From a managerial perspective, the findings imply that ANTAM can strengthen consumer decisions by maintaining clear and price fairness while communicating sustainability commitments in ways that align with the expectations of green-minded consumers.