Pengaruh Kepercayaan Merek Dan Citra Merek Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Lam-Lam Bima

Abstract

This study aims to determine and analyze the effect of brand trust and brand image on the purchasing decision of Lam-Lam Bottled Drinking Water (AMDK) in Bima. This research employed a quantitative approach with an associative research design. The population consisted of consumers who had purchased and consumed Lam-Lam AMDK, with the exact population size unknown. The sample was determined using the Cochran formula, resulting in 96 respondents selected through purposive sampling. Data were collected through observation, questionnaires, and literature review, while data analysis was conducted using multiple linear regression, t-test, and F-test. The results showed that brand trust did not have a significant effect on purchasing decisions, as indicated by a t-value of 1.088 and a significance value of 0.279. In contrast, brand image had a positive and significant effect on purchasing decisions, with a t-value of 6.111 and a significance value of 0.000. Simultaneously, brand trust and brand image had a significant effect on purchasing decisions, as demonstrated by an F-value of 61.106 and a significance value of 0.000. The R-square value of 0.568 indicates that brand trust and brand image jointly explain 56.8% of the variation in purchasing decisions. These findings indicate that brand image is a more dominant factor in influencing consumers’ purchasing decisions for Lam-Lam AMDK.