ANALISIS PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CAT CATYLAC DI KOTA AMBON

Abstract

ABSTRAK

This study aims to analyze the influence of brand image, brand trust on Catylac paint
purchasing decisions in Ambon City. This research is a descriptive study. By using
a questionnaire as a data collection tool as many as 58 respondents. Sampling using
purposive sampling. The data analysis method used is Partial Least square using
Smartpls ver 3.0 includes validity and reliability tests, as well as hypothesis testing
and model evaluation tests. -statistic exceeds the value> 1.96, then brand image is
related and has no effect on purchasing decisions with a t-statistic value of 1.259
because it has a T-statistic value of less than, <1.96 and brand trust is related and
has an effect on purchasing decisions with a t-statistic value of 6.062 because it has
a T-statistic value exceeding > 1.96.

Keywords: Brand Image, Brand Trust, Purchase Decision