<![CDATA[Fenomena tren kopi keliling yang semakin populer di kalangan generasi muda mendorong pertumbuhan bisnis seperti Go Kopi Dorong di Surakarta. Penelitian ini dilakukan untuk menganalisis pengaruh citra merek terhadap keputusan pembelian dengan kepercayaan konsumen sebagai variabel mediasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei melalui penyebaran kuesioner kepada 55 responden konsumen Go Kopi Dorong di Surakarta. Teknik analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa citra merek berpengaruh signifikan terhadap kepercayaan konsumen, dan kepercayaan konsumen berpengaruh signifikan terhadap keputusan pembelian. Selain itu, citra merek juga berpengaruh signifikan terhadap keputusan pembelian melalui kepercayaan konsumen sebagai variabel mediasi. Kesimpulan dari penelitian ini menyatakan bahwa kepercayaan konsumen memperkuat hubungan antara citra merek dan keputusan pembelian, sehingga penting bagi pelaku usaha seperti Go Kopi Dorong untuk membangun dan mempertahankan citra merek yang positif guna meningkatkan kepercayaan dan keputusan pembelian konsumen. The phenomenon of the mobile coffee trend, which is increasingly popular among the younger generation, has driven the growth of businesses such as Go Kopi Dorong in Surakarta. This study was conducted to analyze the influence of brand image on purchase decisions, with consumer trust as a mediating variable. The research employed a quantitative approach using a survey method by distributing questionnaires to 55 consumers of Go Kopi Dorong in Surakarta. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results of the study indicate that brand image has a significant influence on consumer trust, and consumer trust significantly affects purchase decisions. Furthermore, brand image also has a significant impact on purchase decisions through consumer trust as a mediating variable. The conclusion of this study states that consumer trust strengthens the relationship between brand image and purchase decisions. Therefore, it is crucial for business actors such as Go Kopi Dorong to build and maintain a positive brand image in order to enhance consumer trust and purchasing decisions. ]]>
