THE INFLUENCE OF BRAND IMAGE, BRAND TRUST, AND ADVERTISING ON PURCHASE DECISIONS AT PT GUNUNG KAWI BATAM

Abstract

This study aims to investigate how brand image, brand trust, and advertising of PT. Gunung Kawi Batam interact with purchase decisions. Using a saturation sampling strategy, the study population consists of 198 respondents. Data analysis approaches include descriptive analysis, assessment of data quality, regression, and hypothesis testing using SPSS. The data analysis results indicate that brand image significantly enhances purchase decisions (t-value 4.960 > t-table 1.972). The calculated t-value of 2.706 > t-table 1.972 also shows that work discipline has a positive and statistically significant effect on brand trust. Furthermore, the computed t-value of 4.284 > t-table 1.972 indicates that advertising significantly influences purchase decisions. Finally, the variables of brand image, brand trust, and advertising simultaneously affect purchase decisions, as indicated by a calculated F-value of 69.309 > F-table 2,65. The coefficient of determination analysis yields a value of 0.510 or 51%, indicating that the contribution of brand image (X1), brand trust (X2), and advertising (X3) to purchase decisions (Y) is 51.7%, while the remaining percentage is influenced by other variables beyond the scope of this study.