Pengaruh Brand Image dan Brand Trust terhadap Keputusan Pembelian Starbucks di Kota Palembang

., Julianto (2025) Pengaruh Brand Image dan Brand Trust terhadap Keputusan Pembelian Starbucks di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to test and analyze whether the brand image and brand trust variables have a positive and significant influence on Starbucks purchasing decisions in the city of Palembang. The population in this study were Starbucks consumers in the city of Palembang who purchased Starbucks products at least 2 times in the last month. The sampling technique in this study used purposive sampling with a sample size of 100 respondents. In this study, the data collection technique used was a questionnaire instrument. The analysis techniques used were validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, F test, coefficient of determination, t test, and multiple linear regression analysis. The results showed that the brand image and brand trust variables had a positive and significant influence on Starbucks purchasing decisions in the city of Palembang.

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