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All Journal JURNAL MANAJEMEN AKUNTANSI (JUMSI)
Fitriya, Nur
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Economics, Econometrics & Finance

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Pengaruh Brand Awareness Dan Brand Trust Terhadap Pengambilan Keputusan Pembelian Produk Mie Instan Indomie Di Kota Langsa Fitriya, Nur; Indah, Dewi Rosa; Safrizal, Safrizal
Jurnal Manajemen Akuntansi (JUMSI) Vol 2, No 4: 2022
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/jumsi.v2i4.3756

Abstract

This study aims to determine1 the effect of brand awareness and brand trust on purchasing decisions of Indomie instant noodle products in Langsa City. The sample in this study amounted to 96 respondents. The data analysis method used multiple linear regression analysis with the regression equation, namely Y = 5.199 + 0.150X1 + 0.751X2 + 0.310X3. From the t test, it is known that brand awareness and brand trust partially have a significant effect on purchasing decisions for Indomie instant noodle products in Langsa City. From the F test, it is known that brand awareness and brand trust simultaneously have a significant effect on purchasing decisions for Indomie instant noodle products in Langsa City. Brand awareness and brand trust affect the purchase decision of Indomie instant noodle products in Langsa City by 58.6%, while the remaining 41.4% is influenced by other variables outside this research model.
Co-Authors Dewi Rosa Indah, Dewi Rosa Safrizal Safrizal