THE INFLUENCE OF BRAND IMAGE, BRAND TRUST AND BRAND LOYALTY ON CUSTOMER PURCHASING DECISIONS ON LIPTON TEABAG PRODUCTS IN BATAM CITY

Abstract

This research is intended to analyze whether brand loyalty, brand trust, and brand image affect customer decisions to buy Lipton tea bags in Batam City. This type of research uses quantitative research that is replication in nature. The total sample collected in this research was 125 respondents who had shopped and visited Sun Mart. The author uses purposive sampling as a research sampling techniqueThis study used both primary and secondary data sources for its data. The data is processed with statistics and uses quantitative analysis methods. The SPSS25 system is used to assist this process. The research was carried out by distributing questionnaires and then analyzed using the multiple regression analysis method. The R-squared value of 0.754 indicates that customer decisions to purchase Lipton tea bag goods in Batam City can be somewhat influenced by brand image, brand trust, and brand loyalty all at the same time, indicating that the variables brand image, brand trust, and brand loyalty can influence customer decision variables to buy 75.4%.