PENGARUH BRAND TRUST DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS COFFEE DI MALL OF INDONESIA (STUDI KASUS PADA MASA PANDEMI COVID-19)

Authors

  • Cindy Suaib Putri Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
  • Sukarni Novita Sari Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta

DOI:

https://doi.org/10.31334/jambis.v1i6.2356

Keywords:

brand trust, promotion, purchase decision

Abstract

This study aims to determine the effect of brand trust and promotion on purchasing decisions
at Starbucks Coffee in Mall of Indonesia (Case study during the Covid-19 pandemic). The
research method used was a quantitative method. The population in this study were consumers
of Starbucks Coffee at Mall of Indonesia. Sampling was done using non-probability sampling
technique with purposive sampling method. The sample in this study consisted of 120
respondents who had bought products of Starbucks Coffee at Mall of Indonesia. Data analysis
was performed using multiple linear regression analysis with the help of IBM Statistics 26
software. The results showed that Brand Trust has a positive and significant influence on
Purchase Decisions, Promotion has a positive and significant influence on Purchase Decisions,
and Brand Trust and Promotion have a significant effect on Purchase Decisions at Starbucks
Coffee in Mall of Indonesia

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Published

2021-12-31

Issue

Vol. 1 No. 6: Desember 2021

Section

Articles

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