The Impact of Brand on Purchasing Decisions
Main Article Content
Abstract
Many factors influence purchasing decisions as they relate to several aspects. It becomes more complex when the choice is diverse and prices vary, including the influencing factors that provide freedom of choice. Brand is the concept of consumers and affects consumers’ decision-making. Therefore, brand image and brand trust of consumers are linked to each other. Thus, brand image will affect brand trust of consumers. In addition, the brand also indirectly influences purchasing decisions due to the increasing number of products. To that end, this research’s problem is whether the brand influences purchasing decisions. This research method employed regression analysis involving samples of 100 students from Faculty of Economics and Business, Universitas Muhammadiyah Surakarta representing the millennial generation. The results showcased that brand image did not affect purchasing decisions, but brand trust did. Further, limitations and suggestions are presented for theoretical deepening and further research.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
References
L. Adlin Hokky and I. Bernarto, “Enrichment: Journal of Management is Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) Enrichment: Journal of Management The Role of Brand Trust and Brand Image on Brand Loyalty on Apple iPhone Smartphone,” Enrich. J. Manag., vol. 12, no. 1, pp. 474–482, 2021.
J. Juliana, R. Pramono, S. Maleachi, I. Bernarto, and A. Djakasaputra, “Investigation Purchase Decision Through Brand Trust, Brand Image. Price. Quality of Product: A perspective Service Dominant Logic Theory,” Kontigensi J. Ilm. Manaj., vol. 9, no. 1, pp. 51–59, 2021, doi: 10.56457/jimk.v9i1.95.
M. Martin and N. Nasib, “The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables,” Society, vol. 9, no. 1, pp. 277–288, 2021, doi: 10.33019/society.v9i1.303.
Y. S. Maulana, M. Marista, D. S. Nurjanah, and D. Hadiani, “The Effect Of Brand Image and Brand Trust On Oppo Cellphones Purchase Decision In Banjar City,” Bus. Manag. J., vol. 8, no. 2, pp. 214 – 225, 2021.
I. B. M. P. B. Yohana F. C. P. Meilani, and R. R. M. Ian N. Suryawan, “The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty,” J. Manaj., vol. 24, no. 3, p. 412, 2020, doi: 10.24912/jm.v24i3.676.
M. Muslim, R. R. Mubarok, and N. H. S. Wijaya, “The effect of brand image, brand trust and reference group on the buying decision of sneakers,” Int. J. Financ. Accounting, Manag., vol. 1, no. 2, pp. 105–118, 2020, doi: 10.35912/ijfam.v1i2.170.
D. Surapto, “The Impact of Brand Trust, Brand Loyalty, Brand Image on Service Quality,” vol. 143, no. Isbest 2019, pp. 162–167, 2020, doi: 10.2991/aebmr.k.200522.033.
R. B. Kim and Y. Chao, “Effects of brand experience, brand image and brand trust on brand building process: The case of chinese millennial generation consumers,” J. Int. Stud., vol. 12, no. 3, pp. 9–21, 2019, doi: 10.14254/2071-8330.2019/12-3/1.
A. Amron, “The Influence of Brand Image, Brand Trust, Product Quality, and Price on the Consumer’s Buying Decision of MPV Cars,” Eur. Sci. Journal, ESJ, vol. 14, no. 13, p. 228, 2018, doi: 10.19044/esj.2018.v14n13p228.
N. Rubio, J. Oubiña, and N. Villaseñor, “Brand awareness-Brand quality inference and consumer’s risk perception in store brands of food products,” Food Qual. Prefer., vol. 32, no. PC, pp. 289–298, 2014, doi: 10.1016/j.foodqual.2013.09.006.
K. Kusdiyanto et al., “Identification of intention to buy healthy food,” Int. J. business, Econ. Manag., vol. 5, no. 1, pp. 32–41, 2022, doi: 10.21744/ijbem.v5n1.1867.
E. P. Saputro and N. Achmad, “Factors influencing individual belief on the adoption of electronic banking,” Mediterr. J. Soc. Sci., vol. 6, no. 4, pp. 442–450, 2015, doi: 10.5901/mjss.2015.v6n4p442.
M. R. Rochmatullah, R. Rahmawati, A. N. Probohudono, and W. Widarjo, “Is quantifying performance excellence really profitable? An empirical study of the deployment of the Baldrige Excellence Measurement Model in Indonesia,” Asia Pacific Manag. Rev., no. xxxx, 2022, doi: 10.1016/j.apmrv.2022.10.006.
S. H. Liao, Y. C. Chung, and R. Widowati, “The relationships among brand image, brand trust, and online word-of-mouth: An example of online gaming,” IEEM 2009 - IEEE Int. Conf. Ind. Eng. Eng. Manag., pp. 2207–2211, 2009, doi: 10.1109/IEEM.2009.5373094.
Herbig y Milewicz, “International Journal of Economics, Commerce and Management United Kingdom THE EFFECTS OF BRAND IMAGE, BRAND TRUST AND BRAND CREDIBILITY ON CUSTOMERS’ WOM COMMUNICATION,” vol. VIII, no. 8, pp. 1–14, 1995, [Online]. Available: http://ijecm.co.uk/