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p-Index From 2021 - 2026
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All Journal Journal of Economy, Accounting and Management Science (JEAMS)
Henny Welsa
Faculty Economics, Sarjanawiyata Tamansiswa Yogyakarta University, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Materials Science & Nanotechnology Social Sciences

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The Influence of Brand Trust on Perceived Value and Purchase Intention with Brand Preference Avoskin Risfan Nova Kurniawan; Henny Welsa; Lusia Tria Hatmanti Hutami
Journal of Economy, Accounting and Management Science (JEAMS) Vol. 7 No. 2 (2026): March
Publisher : Faculty of Economics, Merdeka University Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55173/jeams.v7i2.91

Abstract

This research aims to analyze the effect of purchase intention on AVOSKIN products which influences brand trust and perceived value toward AVOSKIN. The population in this research is AVOSKIN customers who have made at least one purchase. The object of this research is AVOSKIN customers in Yogyakarta in 2024. The sample is purposive and obtained from 100 respondents, which were then analyzed using multiple linear regression and the Sobel test. The sampling technique was conducted by distributing questionnaires using Google Forms through WhatsApp. The author conducted a study on the AVOSKIN brand as the object of this research. The purposes of this research are (1) brand trust influences brand preference, (2) perceived value influences brand preference, (3) brand trust influences purchase intention, (4) perceived value influences purchase intention, and (5) brand preference influences purchase intention. The results of the research show that brand trust has a positive and significant effect on brand preference. Perceived value has a positive and significant effect on brand preference, and functional value has a positive and significant effect on customer satisfaction. Brand preference has a positive and significant effect on purchase intention, but brand trust does not have a positive and significant effect on purchase intention and perceived value does not have a positive and significant effect on purchase intention.
The The Effect of Store Image And Brand Awareness On Purchase Decisions With Purchase Intention As An Intervening Variable Abdurrahman; Henny Welsa; Nonik Kusuma Ningrum
Journal of Economy, Accounting and Management Science (JEAMS) Vol. 7 No. 2 (2026): March
Publisher : Faculty of Economics, Merdeka University Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55173/jeams.v7i2.103

Abstract

The phenomenon at Kedai Kancakona Kopi shows that consumer purchasing decisions are influenced not only by the taste quality of coffee but also by store image, brand awareness, and positive experiences that shape purchase intention before making the final decision. This study aims to examine the effect of store image and brand awareness on purchase intention and its impact on purchasing decisions at Kedai Kancakona Kopi, Sumenep. A quantitative method was applied using purposive sampling with 111 respondents. Data were collected through an online questionnaire and analyzed using SPSS 24. The results indicate that store image and brand awareness significantly influence purchase intention both partially and simultaneously. Furthermore, purchase intention has a positive effect on purchasing decisions and also mediates the relationship between external factors and purchasing decisions. These findings emphasize that purchase intention is shaped not only by functional aspects but also by symbolic and emotional values of consumers. This study suggests that business practitioners should integrate the understanding of store image and brand awareness into marketing strategies to enhance consumer appeal and market competitiveness.  
Co-Authors Abdurrahman Lusia Tria Hatmanti Hutami Nonik Kusuma Ningrum Risfan Nova Kurniawan