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All Journal LEX ADMINISTRATUM Jurnal Sosioteknologi Jurnal Moral Kemasyarakatan Journal of Socioeconomics and Development Jurnal Manajemen Pemasaran Jurnal Ilmu Manajemen Profitability Indonesian Journal of Business Analytics (IJBA) Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis Formosa Journal of Multidisciplinary Research (FJMR) Journal of Management and Informatics Management Dynamics: International Journal of Management and Digital Sciences
Peter Remy Yosy Pasla
Fakultas Ekonomi Dan Bisnis, Universitas Ma Chung
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Social Sciences

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Journal : Indonesian Journal of Business Analytics (IJBA)

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The Influence of Brand Awareness, Brand Image, and Brand Trust on Purchase Intention of Excelso Coffee in Malang City Mohammad Adhyaksa Auliya’ul Hakim; Peter Remy Yosy Pasla
Indonesian Journal of Business Analytics Vol. 4 No. 4 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i4.11086

Abstract

Considering how fiercely competitive the coffee and cafe industries are, it is critical for businesses to use effective strategies to increase consumer intent to purchase. One of the largest coffee brands in Indonesia is Excelso Coffee. The purpose of this study is to determine how consumer intentions to buy Excelso Coffee in Malang City are influenced by brand awareness, brand image, and brand trust. This research employs a quantitative approach using a questionnaire disseminated via Google Forms. The 100 respondents in the sample are analyzed using the SPSS program. Conventional assumption tests such the linearity, homoscedasticity, non-multicollinearity, and normality tests were employed in this investigation. The outcomes of the traditional assumption tests show that the variables of brand awareness, brand image, and brand trust all have a positive simultaneous influence on Excelso Coffee's desire to purchase.
Co-Authors Adrianto, Nathanael Abel Andhika Bhanu Bismoko Asepta, Uki Yonda Denis Twi Febinanda Dessy Indah Sari Dinata Dessy Indah Sari Dinata Edwin N. Tinangon Ellenora Gracia Soejanto Herlyanty Y. A. Bawole I Gusti Ngurah Agung Arya Bhakta Narayana Ivan Mulya Saputra Kunto, Yohanes Sondang Melyani Melyani Mohammad Adhyaksa Auliya’ul Hakim Pieter Sahertian Soetam Rizky Wicaksono Uki Yonda Asepta Uki Yonda Asepta Virania Agnes Setyowati Widyaningrum, Santi