Golden Ratio of Mapping Idea and Literature Format
Vol. 6 No. 1 (2026): July - January

The Influence of Brand Image and Brand Trust on Purchase Decisions of McDonald's in Surabaya

Sauqy, Muhammad Syafiqus (Unknown)
Ariescy, Reiga Ritomiea (Unknown)

Article Info

Publish Date
23 Jul 2025

Abstract

This research examined the influence of brand image and trust on purchasing decisions at McDonald's in Surabaya. The research method used is quantitative, with data collection techniques through questionnaires from 112 respondents in East Surabaya. The sampling technique used in this research is non-probability sampling in the form of quota random sampling. Data were processed using Smart Partial Least Squares (SmartPLS) software. The test results show a significant influence of brand image on purchasing decisions, while brand trust has an insignificant effect.

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Journal Info
Golden Ratio of Mapping Idea and Literature Format
Website

Abbrev

grmilf

Publisher

Manunggal Halim Jaya

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

Description

The Golden Ratio of Mapping Idea and Literature Format (GRMILF) is the first innovative journal in the world that collects and resumes prior research / recent studies. The Golden Ratio of Mapping Idea and Literature Format (GRMILF) aims to make it easier for global readers to get and read resumes ...