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All Journal International Journal of Environmental, Sustainability, and Social Science
PRAMUSHINTA, Amelia Dwi
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Economics, Econometrics & Finance Environmental Science Social Sciences

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The Effect of Brand Image, Product Quality, and Trust on Sanctuary Purchases PRAMUSHINTA, Amelia Dwi; HANFAN, Ahmad; WIYANTI, Sari
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 4 (2025): International Journal of Environmental, Sustainability, and Social Science (Jul
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i4.1504

Abstract

This study aims to examine the influence of brand image, product quality, and brand trust on purchasing decisions for olive tree goyor sarongs in Tegal City at CV Fahaltex. This study involved 100 respondents selected using a purposive sampling technique. The method used in this study to test whether the residual data is normally distributed is statistical analysis. The test was carried out using the Kolmogorov-Smirnov or Shapiro-Wilk test, depending on the number of samples available in the study. The data analysis method used was multiple linear regression. The results showed that brand image had a positive and significant effect on purchasing decisions, indicated by a significance value of 0.044 (<0.05). Product quality also had a significant effect on purchasing decisions, with a significance value of 0.007 (<0.05). In addition, brand trust had a positive and significant effect on purchasing decisions, with a significance value of 0.000 (<0.05). Simultaneously, brand image, product quality, and brand trust jointly influenced purchasing decisions with a significance value of 0.000. These findings suggest that improvements in these three factors can increase consumer interest and purchasing decisions.
Co-Authors Ahmad Hanfan, Ahmad Wiyanti, Sari