Published: 2023-07-01
The Influence of Product Quality, Promotion and Brand Image on Brand Trust and Its Implication on Purchase Decision of Geprek Bensu Products
DOI: 10.35870/emt.v7i3.1111
Yoesoep Edhie Rachmad, Dian Meliantari, Ilham Akbar, Syamsu Rijal, Muhammad Reza Aulia
- Yoesoep Edhie Rachmad: Universal Institute of Professional Management ,
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Dian Meliantari:
Universitas Dian Nusantara
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Ilham Akbar:
Universitas Kuningan
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Syamsu Rijal:
State University of Makassar
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Muhammad Reza Aulia:
Universitas Teuku Umar
Abstract
The objective of this study is to examine how brand trust, product quality, brand image, and marketing strategies affect consumers' purchasing decisions. The sampling method utilized in this study was non-probability sampling, or purposive sampling. The distribution of questionnaires to 100 respondents who are residents of Jakarta, are older than 18, and have made at least three purchases of Geprek Bensu items served as the method for gathering data. Then, using SPSS Statistics version 29.0, path analysis was performed. The findings of this study show that brand trust affects buying decisions by having an impact on product quality. In contrast, brand trust has no bearing on the purchase decisions made by consumers.
Keywords
Brand Image; Product Quality; Promotion; Brand Trust; Purchase Decision
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 7 No. 3 (2023)
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Section: Articles
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Published: 2023-07-01
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License: CC BY 4.0
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Copyright: © 2023 Authors
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DOI: 10.35870/emt.v7i3.1111
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Yoesoep Edhie Rachmad, Universal Institute of Professional Management,
Universal Institute of Professional Management, Selangor, Malaysia
Dian Meliantari, Universitas Dian Nusantara
Universitas Dian Nusantara, West Jakarta City, Special Capital Region of Jakarta, Indonesia
Ilham Akbar, Universitas Kuningan
Universitas Kuningan, Kuningan Regency, West Java Province, Indonesia
Syamsu Rijal, State University of Makassar
Universitas Negeri Makassar, Makassar City, South Sulawesi Province, Indonesia
Muhammad Reza Aulia, Universitas Teuku Umar
Universitas Teuku Umar, West Aceh District, Aceh Province, Indonesia
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