THE INFLUENCE OF BRAND IMAGE, BRAND TRUST, AND PRODUCT QUALITY ON PURCHASE DECISION OF LE MINERALE IN BATAM CITY

Abstract

This study aims to explore the influence of brand image, brand trust, and product quality on purchasing decisions for Le Minerale in Batam City. The population comprises individuals who have purchased or consumed Le Minerale products, with the specific number remaining unknown. The sample was determined using the Lemeshow formula, resulting in 100 respondents selected through purposive sampling. Data were analyzed using a multiple linear regression model, incorporating tests for data quality, classic assumption tests, influence tests, and hypothesis tests. The results of the multiple linear regression analysis indicate that brand image has a 21.1% influence on purchasing decisions, brand trust has a 25.9% influence, and product quality has a 28.5% influence. Findings from the coefficient of determination (R2) testing reveal that, collectively, brand image, brand trust, and product quality can explain up to 59.1% of the variation in purchasing decisions. Additionally, the t-test and F-test demonstrate that brand image, brand trust, and product quality individually and collectively have a positive and significant impact on purchasing decisions for Le Minerale in Batam