Journal of Economic, Bussines and Accounting (COSTING)
Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)

THE INFLUENCE OF BRAND TRUST AND LIFESTYLE ON PURCHASING DECISIONS FOR POCARI SWEAT IN SURABAYA

Jonsen Sitohang (Universitas Pembangunan Nasional "Veteran" Jawa Timur)
Hery Pudjoprastyono (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Article Info

Publish Date
10 Sep 2024

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.

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Journal Info
Journal of Economic, Bussines and Accounting (COSTING)
Website

Abbrev

COSTING

Publisher

Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi

Subject

Economics, Econometrics & Finance

Description

COSTING : Journal of Economic, Bussines and Accounting reviewed covers theoretical and applied research in the field of Economics, Business and Accounting. Priority is given to those articles which satisfy the main scope of the journal, and have an impact in the research areas of interest. ...