ANALISIS PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN SUSU CAIR UHT INDOMILK DI SWALAYAN KOTA SURAKARTA

Abstract

This study aims to determine the effect of brand awareness, brand image, and brand trust on purchasing decisions of Indomilk UHT milk products at supermarkets in Surakarta City. The basic research method used is a causal-comparative method with a quantitative approach. The research location was determined purposively, namely supermarkets in Surakarta City, where Luwes, Alfamart, and Indomaret supermarkets were the focus of the research. The research sample was taken using the purposive sampling method with a total sample of 100 respondents. The data analysis method used is multiple linear regression analysis. The results obtained indicate that brand awareness, brand image, and brand trust together have a positive effect on purchasing decisions for Indomilk UHT milk at supermarkets in Surakarta City, where brand image and brand trust partially have a positive effect on purchasing decisions for Indomilk UHT milk at supermarkets in Surakarta City, while brand awareness partially has no significant effect on purchasing decisions for Indomilk UHT milk at supermarkets in Surakarta City.

Keywords: brand awareness, brand image, brand trust, purchasing decision