Pengaruh Kualitas Produk, Brand Image, Brand Trust terhadap Keputusan Pembelian pada Cimol Bojot AA Apis di Mataram
DOI:
10.29303/alexandria.v7i2.1642Published:
2026-09-28Downloads
Abstract
This study aims to analyze the influence of product quality, brand image, and brand trust on purchasing decisions at the Cimol Bojot Aa Apis MSME in Mataram. This study used a quantitative method with an associative approach. The sample size was 100 respondents, selected using purposive sampling. Data were collected through a questionnaire using a Likert scale and analyzed using multiple linear regression. The results show that product quality significantly influences purchasing decisions, with a calculated t-value of 2.040 and a significance level of 0.044. Brand image significantly influences purchasing decisions, with a calculated t-value of 3.029 and a significance level of 0.003. Brand trust is the most dominant variable, with a calculated t-value of 5.255 and a significance level of 0.000. Simultaneously, all three variables significantly influence purchasing decisions, with an adjusted R-square value of 0.858, meaning that 85.8% of purchasing decisions can be explained by product quality, brand image, and brand trust.
Keywords:
Product Quality Brand Image Brand Trust Purchasing DecisionsReferences
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