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All Journal JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) ABDI MASSA: Jurnal Pengabdian Nasional PRAJA observer: Jurnal Penelitian Administrasi Publik Agroterap IJAIFD
Sri Andayani
Universitas 17 Agustus 1945 Surabaya
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Public Health Social Sciences Other

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THE INFLUENCE OF PRODUCT QUALITY AND BRAND TRUST ON THE DECISION TO PURCHASE WHEY PROTEIN EVOLENE PRODUCTS IN GYM MEMBERS IN GRESIK Fernando Bryan Baki Mandonsa; Sri Andayani; Agung Pujianto
International Journal of Artificial Intelligence for Digital Marketing Vol. 1 No. 2 (2024): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v1i2.109

Abstract

In contemporary times, a significant number of individuals possess knowledge on the significance of physical activity and have incorporated it into their everyday routines. This significantly influences the growth of the sports industry. Due to the rapid expansion of the sports industry, particularly in the fitness sector, there has been significant growth in the whey protein market. Individuals who engage in regular physical activity, particularly those who are members of fitness centres, require whey protein as a supplementary source of nutrition to fulfil their daily protein requirements. The whey protein sector presents a lucrative market opportunity for whey protein producers and companies, particularly Evolene. The objective of this study is to assess the impact of Product Quality (X1) and Brand Trust (X2) on the Purchasing Decisions (Y) of Evolene Whey Protein Products. This research is a quantitative study that focuses on the community of male consumers who use evolene whey protein in gyms in Gresik. 97 consumers at Surya Gym Members completed a survey using Google Form, providing feedback on their use of evolene whey protein. The research employed validity and reliability tests to assess the instruments. This study employed traditional assumption testing, including linearity tests, normalcy tests, and Multicollinearity tests. The analysis in this research employs statistical tests such as the t-test, F-test, and coefficient of determination test (R2), using the data analysis technique of multiple linear regression. The analysis of product quality and brand trust variables indicates that both variables, Product Quality and Brand Trust, have a positive and significant impact on the Purchasing Decision of Evolene Whey Protein Products for Gym Members in Gresik.
Co-Authors Agung Pujianto Anom Anom Awin Mulyati Bambang Kusbandrijo Devina Yulia Maharani Endang Indartuti Fernando Bryan Baki Mandonsa Indah Wahyu Prasetyo Isaam Fajar Maulana Kartika Putri Ardani M. Aminul Akbar Mulyati, Diana Juni Nekky Rahmiyati Pratiwi, Ni Made Ida Tariza Ramadhania Tsany Diana Assyifa