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The Influence of Product Quality, Promotion and Brand Image on Brand Trust and Its Implication on Purchase Decision of Geprek Bensu Products

Year: 2023

Type: article

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.

Source: Jurnal EMT KITA

DOI: 10.35870/emt.v7i3.1111

Authors: Yoesoep Edhie Rachmad, Dian Meliantari, Ilham Akbar, Syamsu Rijal, Muhammad Reza Aulia

Institutions: Universitas Dian Nusantara, Universitas Kuningan, State University of Makassar, Universitas Teuku Umar

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4385609634

FWCI: 4.379

Cites: 8

Cited by: 28

Related to: 10