E-JRM
E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01

Pengaruh Brand Trust, Brand Image, Brand Awareness Dan Gaya Hidup Hedonis Terhadap Keputusan Pembelian Produk Starbucks Di Kota Malang.

Halifah, Nur (Unknown)
Rizal, Mohammad (Unknown)
Hardaningtyas, Ratna Tri (Unknown)

Article Info

Publish Date
23 Apr 2025

Abstract

Abstract This study examines the impact of Brand Trust, Brand Image, Brand Awareness, and Hedonic Lifestyle on Starbucks purchase decisions in Malang City. Using Malhotra’s formula, 95 respondents were selected through purposive sampling. Data were collected via questionnaires and analyzed with SPSS 29, employing validity, reliability, normality, classical assumption tests, multiple linear regression, F-test, t-test, and R² test. Results show that Brand Trust has no effect on purchase decisions, while Brand Image, Brand Awareness, and Hedonic Lifestyle have a positive and significant influence. Keywords: Brand Trust, Brand Image, Brand Awareness, Hedonic Lifestyle, Purchase Decision

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Journal Info
E-JRM
Website

Abbrev

jrm

Publisher

Universitas Islam Malang

Subject

Economics, Econometrics & Finance

Description

E-JRM : Elektronik Jurnal Riset Manajemen merupakan salah satu jurnal publikasi ilmiah yang diterbitkan oleh Fakultas Ekonomi Dan Bisnis , Universitas Islam Malang dengan nomor ISSN 2302-6200 yang memiliki fokus keilmuan pada bidang Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sumber Daya ...