DOI of the published article http://doi.org/10.33087/ekonomis
The Importance of Brand Love as a Link Between Brand Trust, Brand Image and Product Quality, on Consumer Purchasing Decisions in Sidoarjo
Pentingnya Brand Love Sebagai Penghubung Antara Brand Trust, Brand Image dan Kualitas Produk, Terhadap Keputusan Pembelian Konsumen di Sidoarjo
DOI:
https://doi.org/10.21070/ups.4629Keywords:
Brand Love, Brand Trust, Product Qualitiy, Purchasing Decision, Brand ImageAbstract
The aim of this research is to find out how to increase consumer purchasing decisions to buy the same product and brand repeatedly, especially the Mister Donut Indonesia brand. The method used in this research is quantitative. The sample taken was 96 respondents by filling in a questionnaire. Data processing in this research uses the help of the SmartPLS 3.0 application to test hypotheses. The research results show that there is a positive influence on the Brand Image variable on Purchasing Decisions and the Product Quality variable on Purchasing Decisions, in contrast to the Brand Trust variable which states that it has no effect on purchasing decisions. Meanwhile, the Brand Love variable as a mediation between variables is proven to be able to mediate the relationship between Brand Image and Product Quality on Purchasing Decisions.
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