Riset Ilmu Manajemen Bisnis dan Akuntansi
Vol. 1 No. 3 (2023): Agustus : Jurnal Rimba : Riset Ilmu manajemen Bisnis dan Akuntansi

Pengaruh Brand Trust Dan Brand Image Terhadap Keputusan Pembelian Sepeda Motor Merek Honda Scoopy Di PT. Tunas Dwipa Matra Mojosari

Anik Musayadah (Universitas Islam Majapahit)
Nersiwad Nersiwad (Universitas Islam Majapahit)
Budi Utami (Universitas Islam Majapahit)

Article Info

Publish Date
10 Aug 2023

Abstract

This study aims to examine how much influence brand trust and brand image have on purchasing decisions of Honda Scoopy motorcycles at PT. Tunas Dwipa Matra Mojosari. This type of research is quantitative research. The data analysis used in this study is PLS (Partial Least Square). The population in this study were all consumers who had purchased a motorcycle at PT. Tunas Dwipa Matra. The sample of this research is 100 respondents calculated using the slovin formula. The sampling technique uses a non-probability sampling technique, namely purposive sampling. The results of this study show that brand trust has a significant positive effect on purchasing decisions for Honda Scoopy motorcycles at PT. Tunas Dwipa Matra Mojosari. Brand image has a significant positive effect on purchasing decisions of Honda Scoopy motorcycles at PT. Tunas Dwipa Matra Mojosari.

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Journal Info
Riset Ilmu Manajemen Bisnis dan Akuntansi
Website

Abbrev

Rimba

Publisher

Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Human Resource Management, Financial Management, Marketing Management, Public Sector Management, Operations Management, Supply Chain Management, Corporate Governance, Business Ethics, Management Accounting and Capital Markets and ...