Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh kualitas produk dan persepsi harga terhadap keputusan pembelian, dengan brand trust sebagai variabel intervening. Studi dilakukan pada konsumen sepeda motor Yamaha Mio di Kabupaten Kuningan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Jumlah responden sebanyak 170 orang, yang dipilih melalui teknik purposive sampling berdasarkan kriteria tertentu. Analisis data dilakukan menggunakan uji validitas, reliabilitas, serta analisis regresi untuk melihat efek mediasi. Hasil penelitian menunjukkan bahwa baik kualitas produk maupun persepsi harga memiliki pengaruh positif dan signifikan terhadap brand trust dan juga terhadap keputusan pembelian. Selain itu, brand trust terbukti berpengaruh signifikan terhadap keputusan pembelian. Namun, brand trust tidak memediasi pengaruh antara kualitas produk dan presepsi harga terhadap keputusan pembelian. Penelitian ini menegaskan pentingnya membangun kepercayaan konsumen terhadap merek untuk meningkatkan efektivitas strategi pemasaran, terutama dalam menghadapi persaingan ketat di industri otomotif.

This study aims to determine how product quality and price perception influence purchasing decisions, with brand trust as an intervening variable. The study was conducted on consumers of Yamaha Mio motorcycles in Kuningan Regency. The research employed a quantitative approach using survey methods. A total of 170 respondents were selected through purposive sampling based on specific criteria. Data analysis was performed using validity and reliability tests, as well as regression analysis to examine the mediation effects. The results indicate that both product quality and price perception have a positive and significant impact on brand trust and purchasing decisions. Furthermore, brand trust was found to have a significant effect on purchasing decisions. However, brand trust does not mediate the effect of product quality and price perception on purchasing decisions. This research emphasizes the importance of building consumer trust in brands to enhance the effectiveness of marketing strategies, especially in the face of intense competition in the two-wheeled automotive industry.