Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Minuman Street Boba (Studi Kasus Pada Street Boba Cabang Arifin Ahmad Pekanbaru)

Hardina, Oktavia (2022) Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Minuman Street Boba (Studi Kasus Pada Street Boba Cabang Arifin Ahmad Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON BOBA STREET DRINK PURCHASE DECISION (Case Study on Jalan Boba Arifin Ahmad Pekanbaru Branch) By: Oktavia Hardina 185210515 ABSTRACT This study aims to determine the effect of brand image and brand trust on purchasing decisions of Street Boba beverage products in Pekanbaru City. The population in this study were all consumers who had purchased the Jalan Boba brand beverage product in Pekanbaru City, the number of which was not known with certainty. The primary data in this study were obtained from distributing questionnaires using google form as an instrument to prove the results of the study and to test the proposed hypothesis. In this study using the SPSS 2020 analysis method. Sampling used the Non Probability Sampling technique with the Purposive Sampling procedure by taking a sample of 100 respondents. The results showed that: 1) Brand Image had a positive and significant effect on Purchase Decisions for Beverage Products at Boba Street, Pekanbaru City, 2) Brand Trust had a positive and significant effect on Purchase Decisions for Beverage Products at Boba Street, Pekanbaru City, 3) Brand Image and Brand Trust had a positive effect. and significant to the Purchase Decision of Chatime Beverage Products in Pekanbaru City.

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