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All Journal ProBisnis : Jurnal Manajemen
Muhammad Haekal Apriansyah
Universitas Indo Global Mandiri
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Influence of Brand Trust and Brand Image on Consumer Decisions in Purchasing Coffee Beans at Koloni Coffee Palembang Muhammad Haekal Apriansyah; Roswaty Roswaty; Mohammad Kurniawan
ProBisnis : Jurnal Manajemen Vol. 14 No. 4 (2023): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probis.v14i4.254

Abstract

In the current era, technological advances are increasing quite rapidly. The increase in technology is due to modernization and globalization that occurs. The purpose of this study was to analyze the effect of brand trust and brand image on consumer decisions in purchasing coffee beans at Koloni Coffee Palembang. This research uses field research (field reaserch) with a descriptive approach. Data collection techniques using questionnaires, observations, interviews, and documentation. the population taken is buyers of coffee beans at Koloni Coffee both directly and indirectly in a month consumers reach 50 customers. this study uses independent variables and dependent variables. The results of the study using the Partial test on the Brand Trust variable obtained a t-count value of 3.780> 2.012, and a significance level <0.05 (0.00 <0.05). So it can be concluded that the Brand Trust variable has a positive and significant effect on consumer decisions in purchasing coffee beans at Koloni Kopi.
Co-Authors Mohammad Kurniawan Roswaty Roswaty