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luthpiyah
universitas islam 45
Economics, Econometrics & Finance

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PENGARUH BRAND IMAGE, HARGA, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK AIR MINERAL NESTLE PURELIFE luthpiyah; Ahmad Fahrizal
JURNAL MUHAMMADIYAH MANAJEMEN BISNIS Vol 7 No 2 (2026): Jurnal Muhammadiyah Manajemen Bisnis (JMMB)
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/jmmb.7.2.113-128

Abstract

This study aims to determine the effect of brand image, price, and brand trust on purchasing decisions for Nestle Purelife mineral water products. This study uses a quantitative approach with an associative method. The response scale measurement is presented to respondents measured using Likert's scale. The population used is bottled water users. The sample used in this study consisted of 150 respondents who had used Nestle Purelife mineral water products more than once. The data collection technique in this study was conducted by distributing questionnaires through social media, which were then processed using the Statistical Package for the Social Sciences (SPSS) version 25.0 program. The results showed that brand image had a positive and significant effect on purchasing decisions, with a t-value of 5.797 and a significance level of 0.000. Furthermore, the price variable had a positive and significant effect on purchasing decisions, with a t-value of 2.063 and a significance level of 0.041, but this was not in line with the research hypothesis. Similarly, the brand trust variable had a positive and significant effect on purchasing decisions, with a t-value of 2.065 and a significance level of 0.041. In addition, the coefficient of determination (adjusted R Square) obtained was 0.585 (58.5%), with the remaining 41.5% explained by brand image, price, and brand trust, while the rest was explained by variables other than those studied.
Co-Authors Ahmad Fahrizal