IMPACT OF BRAND IMAGE, INFORMATION QUALITY ON ONLINE CONSUMER BUYING DECISION OF ONLINE FOOD INDUSTRY IN PAKISTAN

This study examines the key determinants influencing Online Consumer Purchasing Decision (OCPD) using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The research focuses on critical factors such as Ease of Use (EU), Price (P), Trust (T), Information Quality (IQ), Brand Image (BI), Promotion (Pr), and Security (S), analyzing their interrelationships and overall impact on consumer behavior. The findings reveal that Brand Image (BI) and Promotion (Pr) are the most significant predictors of OCPD, while Price (P) plays a crucial role in shaping perceptions of Information Quality (IQ). Interestingly, the study finds a negative relationship between Trust (T) and Information Quality (IQ), suggesting that excessive or misleading information can reduce consumer confidence. Moreover, while Information Quality (IQ) positively impacts Brand Image (BI), it does not directly lead to purchases unless combined with strong marketing and promotional efforts. The results underscore the importance of transparent information, strategic promotional activities, and a seamless online shopping experience in influencing consumer purchase behavior. This study provides valuable insights for businesses to enhance customer engagement, strengthen brand perception, and develop targeted marketing strategies to improve online sales and consumer trust. Future research should explore the evolving role of digital marketing and social media influence in shaping purchasing decisions. Keywords: Online Consumer Purchasing Decision, Brand Image, Promotion, Price, Information Quality, Trust, Ease of Use, Security, Digital Marketing.