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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Pengabdian kepada Masyarakat Nusantara Wiga : Jurnal Penelitian Ilmu Ekonomi Golden Ratio of Mapping Idea and Literature Format Journal of Governance and Administrative Reform IIJSE
Reiga Ritomiea Ariescy, Reiga Ritomiea
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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Journal : Golden Ratio of Mapping Idea and Literature Format

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The Influence of Brand Image and Brand Trust on Purchase Decisions of McDonald's in Surabaya Sauqy, Muhammad Syafiqus; Ariescy, Reiga Ritomiea
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1380

Abstract

This research examined the influence of brand image and trust on purchasing decisions at McDonald's in Surabaya. The research method used is quantitative, with data collection techniques through questionnaires from 112 respondents in East Surabaya. The sampling technique used in this research is non-probability sampling in the form of quota random sampling. Data were processed using Smart Partial Least Squares (SmartPLS) software. The test results show a significant influence of brand image on purchasing decisions, while brand trust has an insignificant effect.
Co-Authors Abrori, Imam Alifiah, Cipta Hening Aliyah, Siti Maslikhatun Amriel, Egan Evanzha Yudha Arief Budiman Endang Sholihatin Febrianty, Ellinda Kemala Putri, Shafira Salsabilla Mawardi, Alfiandi Imam Pudjoprastyono, Hery Rabbani, Laksamana Aditya Hanif Sauqy, Muhammad Syafiqus Sugeng Purwanto