PENGARUH BRAND TRUST, BRAND IMAGE DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PELANGGAN MIE GACOAN DI KOTA SIDOARJO)

Diva Maharani Putri (Universitas Muhammadiyah Sidoarjo)
Mas Oetarjo (Universitas Muhammadiyah Sidoarjo)
Misti Hariasih (Universitas Muhammadiyah Sidoarjo)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To examine the effects of brand trust, brand image, and service quality on purchasing decisions among Mie Gacoan customers in Sidoarjo. Methods: Quantitative research involving 100 respondents selected through purposive sampling, analyzed using PLS-SEM with SmartPLS 3.0. Research Gap/Novelty: Integrates brand-related factors and service quality to explain purchasing decisions in the competitive culinary industry. Results: Brand trust, brand image, and service quality positively influence customers' purchasing decisions. Conclusion: Strengthening brand trust, maintaining a favorable brand image, and improving service quality are essential for enhancing purchasing decisions.