The Effect of Brand Image and Brand Trust on Oppo Cellphones Purchase Decision in Banjar City

  • Yogi Sugiarto Maulana STISIP Bina Putera Banjar
  • Mela Marista STISIP Bina Putera Banjar
  • Dara Siti Nurjanah STISIP Bina Putera Banjar
  • Dian Hadiani STISIP Bina Putera Banjar
Keywords: Brand Image, Brand Trust, Purchase Decision

Abstract

This study aimed to determine and analyze the brand image, brand trust, and the magnitude of these variables that influence purchasing decisions in Banjar City. The research approach used is a quantitative approach with explanatory methods—sampling using simple random sampling technique, with 89 respondents. The statistical method used in this study is multiple linear regression. The analysis results show that the brand image variable is good (valid and reliable). The brand trust variable is in the excellent category, and the purchase decision is in a suitable variety. Obtained the magnitude of the simultaneous influence of brand image and brand trust on purchase decisions in Banjar City is 31.2%. The importance of the partial effect of brand image on purchase decisions is 22.56%, the magnitude of the partisan influence of brand trust on purchase decisions is 21.62%. The simultaneous hypothesis testing results state that there is a significant effect of brand image and brand trust on purchase decisions Oppo in Banjar City.

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Published
2021-04-28
How to Cite
Maulana, Y., Marista, M., Nurjanah, D., & Hadiani, D. (2021). The Effect of Brand Image and Brand Trust on Oppo Cellphones Purchase Decision in Banjar City. JURNAL MANAJEMEN BISNIS, 8(2), 214 - 225. https://doi.org/10.33096/jmb.v8i2.687