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All Journal SEIKO : Journal of Management & Business
Hari Sucahyowati, Sri Sumiyati,
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Social Sciences

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Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Dan Terhadap Purchase Decision (Studi Pada Mahasiswa/I Pengguna Deodoran Nivea Di Kota Semarang) Soesanto, Nabilla Rafa Shakila; Sutedjo, Bambang; Hari Sucahyowati, Sri Sumiyati,
SEIKO : Journal of Management & Business Vol 8, No 2 (2025): July - December
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v8i2.9009

Abstract

The purpose of this study was to analyze the influence of brand image and brand trust on brand loyalty and purchasing decisions. The population in this study were students who used Nivea deodorant in Semarang City. This study used a quantitative approach by distributing questionnaires to 87 respondents. Data were analyzed using multiple regression. The results showed that brand image and brand trust had a positive and significant effect on brand loyalty. Brand loyalty also had a positive and significant effect on purchasing decisions. Keywords : brand image; brand trust; brand loyalty; purchase decision
Co-Authors Bambang Sutedjo Soesanto, Nabilla Rafa Shakila