Pentingnya Brand Love sebagai Penghubung antara Brand Trust, Brand Image dan Kualitas Produk, terhadap Keputusan Pembelian Konsumen di Sidoarjo

Kurniawan Kurniawan, Muhammad Yani, Alshaf Pebrianggara

Abstract


Competition in the ready-to-eat doughnut industry in Indonesia is intensifying, particularly in Sidoarjo. This study aims to examine the influence of brand trust, brand image, and product quality on purchase decisions with brand love as a mediating variable among Mister Donut Indonesia consumers. A quantitative approach was employed using purposive sampling of 96 respondents. Data were analyzed using SEM-PLS with SmartPLS 3.0. The results show that brand trust has no significant effect on purchase decisions, either directly or through brand love. In contrast, brand image and product quality have positive and significant effects on purchase decisions, both directly and mediated by brand love. Brand love also positively and significantly influences purchase decisions. These findings highlight the importance of managing brand image and product quality to foster brand love that drives repeat purchase decisions.

Keywords


brand trust; brand image; product quality; brand love; purchase decision

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References


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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.1855

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