The Influence of Brand Image on Purchasing Decisions with Trust as an Intervening Variable

Baskara Hadi Kuncahyo, Ibnu Khajar

Abstract


Abstract. This study aims to analyze the influence of Brand Image on Purchasing Decisions with Customer Trust as a mediating variable. This study is motivated by the controversy in previous studies and phenomena that show the importance of the role of brand image and customer trust in driving purchasing decisions. This study uses an explanatory research approach with a population consisting of Batik Benang Raja consumers in Semarang City. The sample in this study was determined based on the formula of the number of question items multiplied by 10, so that 130 respondents were obtained who were Benang Raja Batik consumers in Semarang City. The sampling technique used was simple random sampling. Variable measurements were carried out using a closed questionnaire with a Likert scale of 1 to 5, ranging from Strongly Disagree (STS) to Strongly Agree (SS). Data analysis was carried out using descriptive statistics to describe data characteristics through mean values, standard deviations, variances, minimums, maximums, sums, ranges, kurtosis, and skewness. The results of the study indicate that Brand Image has a positive and significant influence on Customer Trust. In addition, Brand Image also has a positive and significant influence on Purchasing Decisions. Furthermore, Customer Trust is also proven to have a positive and significant influence on Purchasing Decisions. These findings emphasize the importance of the role of Brand Image and Customer Trust in increasing purchasing decisions, so that Batik Semarangan UMKM actors need to strengthen their brand image and build customer trust in order to increase their business competitiveness.

Keywords


Keywords: Customer; Decision; Image; Purchase; Trust.

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References


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DOI: http://dx.doi.org/10.30659/jrbi.v22i2.45404

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