Published: 2025-06-01

Pengaruh Brand Image dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Aqua

DOI: 10.35870/jemsi.v11i3.4204

Mochamad Ismail Sanjaya, Netti Nurlenawati, Dexi Triadinda
  • Mochamad Ismail Sanjaya: Universitas Buana Perjuangan Karawang ROR
  • Netti Nurlenawati: Universitas Buana Perjuangan Karawang ROR
  • Dexi Triadinda: Universitas Buana Perjuangan Karawang ROR
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Abstract

This study was conducted to examine the extent to which brand image and brand trust on purchasing decisions influence consumer choices in purchasing Aqua products. The approach used is quantitative, where information is collected through questionnaires distributed to 97 respondents by applying the Lemeshow formula. Data processing is carried out using the SPSS application through a linear regression test. Research from this analysis indicates that brand image and brand trust individually do not have a significant influence on purchasing decisions, but when combined, both show a significant impact. The implications of this research state that in order to further understand buyer behavior patterns, it is necessary to explore other elements that have a stronger influence in driving purchasing decisions through further research.

Keywords

Brand Image; Brand Trust; Purchase Decisions

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How to Cite

Sanjaya, M. I., Nurlenawati, N., & Triadinda, D. (2025). Pengaruh Brand Image dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Aqua. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(3), 1818-1829. https://doi.org/10.35870/jemsi.v11i3.4204
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 3 (2025)

  • Section: Articles

  • Published: 2025-06-01

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Author Biographies
Mochamad Ismail Sanjaya, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi Bisnis, Universitas Buana Perjuangan Karawang, Jawa Barat, Indonesia.

Netti Nurlenawati, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi Bisnis, Universitas Buana Perjuangan Karawang, Jawa Barat, Indonesia.

Dexi Triadinda, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi Bisnis, Universitas Buana Perjuangan Karawang, Jawa Barat, Indonesia.

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