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All Journal Jurnal Analisis Bisnis Ekonomi
Annisa, Intan Tri
Unknown Affiliation
Economics, Econometrics & Finance

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The Influence of Brand Image, Brand Trust and Product Packaging Information on Purchasing Decisions Wijaya, Angga Pandu; Annisa, Intan Tri
Jurnal Analisis Bisnis Ekonomi Vol 18 No 1 (2020)
Publisher : Universitas Muhammadiyah Magelang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (604.596 KB) | DOI: 10.31603/bisnisekonomi.v18i1.3077

Abstract

Consumer health awareness has increased recently, this is evidenced by the desire to consume herbal products. Today’s packaged colds jamu become a practical alternative for consumers to continue taking herbal medicines that are easy to obtain. This study aims to examine the influence of brand image, brand trust and product packaging information on the purchase decision of packaged cold herbs. This quantitative study applied purposive random sampling by using PLS-SEM 3.0 as statistic tools with questionnaire filled by 100 respondents. This article delivers a substantial effect to significant variables in purchasing decision. The results show that brand image does not directly influence purchasing decisions, but is fully mediated by brand trust. On the other hand, packaging information has a positive and significant effect on purchasing decisions.
Co-Authors Angga Pandu Wijaya, Angga Pandu Faaza Fakhrunnas Tumewang, Yunice Karina