Pengaruh Citra Merek Terhadap Niat Beli pada Coffee Shop Dimediasi oleh Kepercayaan Merek

Ridho Arrafi, Harmanda Berima Putra

Abstract


This study aims to analyze the influence of brand image on purchase intention through brand trust in Coffee Shop. This research employs a quantitative approach with a sample of coffee lovers who intend to repurchase coffee shop products. By collecting primary data through the distribution of questionnaires to 165 respondents. Data processing uses PLS-SEM software. The analysis results show that brand image has a positive effect on brand trust. Brand trust has a positive effect on repurchase intention and brand image has a positive effect on repurchase intention through brand trust.

Keywords


Brand Image, Brand Trust, Repurchase Intention

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References


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DOI: http://dx.doi.org/10.33087/ekonomis.v10i1.2422

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