The Influence of Brand Image and Brand Trust on Customer Satisfaction through Purchase Decisions as Intervening Variables in Fried Chicken Sabana in Malang City

Fahruddin Angga Pradana, Dwiyani Sudaryanti, Nur Hidayati

Abstract


This study aims analyse the impact of Brand image, and Brand Trust on Customer Satisfaction through Purchase Decisions as Intervening Variables in Fried Chicken Sabana in Malang City. This survey is a quantitative survey using an explanatory survey method using a sample of 75 respondents, and uses a non-stochastic sampling method using a snowball sampling method. The data source used in this survey uses the primary data source in the method of data collection using surveys. The analytical method used Partial Least Square (PLS) method and software SmartPLS version 3.9 to analyse the hypothesis test. The conclusions of this study are as follows: (1) Brand Image has a positive but not significant effect on purchasing decisions at Sabana Fried Chicken in the city of Malang. (2) Brand Trust has a positive and significant effect on purchasing decisions at Sabana Fried Chicken in the city of Malang. (3) Brand Image has a positive and significant effect on customer satisfaction at Sabana Fried Chicken in the city of Malang. (4) Brand Trust has a positive and significant effect on customer satisfaction at Sabana Fried Chicken in the city of Malang. (5) Purchase decisions have a positive and significant impact on customer satisfaction at Sabana Fried Chicken in the city of Malang. (6) Brand Image has a positive but not significant effect on customer satisfaction through purchasing decisions as an intervening variable at Sabana Fried Chicken in the city of Malang. And (7) Brand Trust has a positive and significant effect on customer satisfaction through purchasing decisions as an intervening variable at Sabana Fried Chicken in the city of Malang.


Keywords


brand image; brand trust; purcasing decision; costumer satisfactiont

Full Text:

PDF

References


Aeni. N. & Eksan. M. 2021. Pengaruh Brand Image Terhadap Keputusan Pembelian yang di Mediasi Brand Trust. Jurnal Ekonomi & Ekonomi Syariah Vol 4 No 1. Universitas Pelita Bangsa.

Ali. I, Indriana. S, Irwanto. 2019. J,ali Dampak Brand Image, Brand Equity Dan Brand Trust Terhadap Keputusan Pembelian Laptop Asus (Studi Pada Toko Komputer Lumajang Computer Centre Di Kabupaten Lumajang). E-ISSN : 2622-304X, P-ISSN : 2622-3031. STIE Widya Gama Lumajang.

Amalia. D. N. 2021. Peran label halal, Brand image, Brand trust terhadap keputusan pembelian produk kosmetik berlabel halal di tanjungpinang dengan kepuasan konsumen sebagaivariabel intervening (Studi pada pengguna produk kosmetik berlabel halal di kota Tanjung pinang). Universitas Maritim Raja Ali Haji. Tanjung Pinang.

Amin, M. et al. (2019). Marketing Communication Strategy To Improve Tourism Potential. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). P. 160-166.

Anjani. A. 2017. Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Lipstik Revlon (Studi Kasus Konsumen Lipstik Revlon di Yogyakarta). Universitas Negeri Yogyakarta.

https://www.industry.co.id/read/92058/sabana-fried-chicken-konsisten-berdayakan-mitra-dan-masyarakat-di-tengah-pandemi diakses pada tanggal 29 Desember 2021 Jam 14.03.

Iyut. 2020. Pengaruh brand trust dan harga produk terhadap kepuasan pelanggan yang dimediasi oleh keputusan pembelian bedak marcks (Studi Kasus pada PT. Kimia Farma Veteran). Sekolah Tinggi Ilmu Ekonomi Indonesia.

Kotler, P. and Amstrong. G. (2016). Prinsip-prinsip Pemasaran. Edii13. Jilid 1. Jakarta:Erlangga

Kotler, P. dan Kevin, L. K. 2017. Manajemen Pemasaran. Edisi 1.Alih bahasa: Bob sabran, MM. Jakarta :Erlangga.

Paludi, S., & Nurchorimah, S. 2021. Pengaruh kualitas produk dan citra merek terhadap kepuasan pelanggan melalui keputusan pembelian sebagai intervening. Jurnal Kajian Manajemen Bisnis, 10 (2), 144-160. DOI: 10.24036/jkmb.11270300

Pangestuti. A. 2021. Analisis pengaruh strategi promosi dan kualitas pelayanan terhadap kepuasan pelanggan pada pt exo point. Sekolah Tinggi Ilmu Ekonomi Mulia Pratama. Bekasi.

Perdana. G. V. 2021. Pengaruh brand image dan kualitas layanan terhadap keputusan pembelian jasa j&t express (Studi Kasus pada Pengguna Jasa Ekspedisi di Purwokerto). IAIN Purwokerto

Rahmawati. ND, Arifin. R, Primanto. A. B, 2020. Pengaruh Word of Mouth, Citra Merek, Brand Trust, Kualitas Produk, Dan Promosi Terhadap Kepuasan Pelanggan Pengguna Kartu Telkomsel (Studi Kasus Pada Masyarakat Kelurahan Bago Tulungagung). Jurnal Fakultas Ekonomi dan Bisnis. Universitas Islam Malang.

Sandika, V. 2020. Pengaruh Threat Emotion, Brand Trust Dan Harga Terhadap Keputusan Pembelian Menurut Perspektif Ekonomi Islam (Studi Pada Konsumen Pond’s Di Provinsi Lampung). Universitas Islam Negeri Raden Intan Lampung.

Walker, H., Armenakis, AA, & Bernerth, JB (2007). Factors influencing organizational change efforts. Journal of Organizational Change Management, 20(6), 761–773. doi: 10.1108/09534810710831000




DOI: https://doi.org/10.33258/birci.v5i2.5417

Article Metrics

Abstract view : 105 times
PDF - 54 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.