<![CDATA[This research aims to test the influence of price, brand trust, and brand image on the decision to purchase Good Day coffee products in Jepara Regency. The sampling method employs purposive sampling, involving a total of 117 respondents who have both consumed and purchased Good Day coffee. Data collection is done through Google and analyzed using SmartPLS 3.0 software. Research results indicate that price variables and brand image have a positive and significant impact on purchasing decisions, suggesting that consumers consider both affordable price factors and positive brand perceptions when making purchasing decisions. Meanwhile, the brand trust variable does not have a significant effect on purchasing decisions. This result suggests that although consumers may trust the brand, their trust is not strong enough to influence their decision to buy Good Day coffee products, indicating that rational factors, such as price and brand image, are more dominant in consumer decision-making.]]>
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