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All Journal Journal of Economic, Bussines and Accounting (COSTING)
Jonsen Sitohang
Universitas Pembangunan Nasional "Veteran" Jawa Timur
Economics, Econometrics & Finance

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THE INFLUENCE OF BRAND TRUST AND LIFESTYLE ON PURCHASING DECISIONS FOR POCARI SWEAT IN SURABAYA Jonsen Sitohang; Hery Pudjoprastyono
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.12333

Abstract

This study aims to determine the effect of brand trust and lifestyle on purchasing decisions for Pocari Sweat in Surabaya. The population in the study were Pocari Sweat consumers who live in Surabaya with a sample of 99 respondents. The sampling technique used was purposive sampling. The analysis method was carried out with Structural Equation Models (SEM) with the alternative Partial Least Sqaure (PLS) method. The results of this study are: 1) Brand trust has a positive and significant effect on purchasing decisions for Pocari Sweat in Surabaya 2) Lifestyle has a positive and significant effect on purchasing decisions in Surabaya.
Co-Authors Hery Pudjoprastyono