Pengaruh Kepercayaan Merek dan Citra Merek terhadap Keputusan Pembelian Air Minum dalam Kemasan Le Minerale (Studi Kasus Pada Masyarakat Jakarta Timur)

Abstract

This study investigates the impact of brand trust and brand image on purchasing decisions for Le Minerale bottled drinking water among residents in East Jakarta. The type of study is causality by a quantitative approach analysis. The population of this study requires Le Minerale brand customers who consume the product 4 times in the last 2 months, and the final sample determination is 100 respondents. The data analysis technique utilizes multiple linear regression, which requires data validity and reliability of the research instrument. This study concludes that brand trust and brand image have a significant impact on purchasing decisions for Le Minerale drinking water among residents of East Jakarta. Both variables have a significance probability of 0,000, and contribute 70.6 percent. Then, partially brand trust and brand image have an effect on customer purchasing decisions for the Le Minerale brand, with each significance probability also being 0.000.