Pengaruh Brand Trust dan Brand Image terhadap Keputusan Pembelian pada Usaha Rental Multimedia: Studi Kasus pada Konsumen Omah Visual Malang

Bobyvio Mirza Lavfidi

doi:10.59603/ppiman.v4i2.1321

Authors

Bobyvio Mirza Lavfidi Politeknik Negeri Malang

DOI:

https://doi.org/10.59603/ppiman.v4i2.1321

Keywords:

Brand Image, Brand Trust, Consumer Behavior, Multimedia Rental, Purchase Decision

Abstract

The rapid growth of the digital content creation industry has intensified competition in the multimedia rental sector, making brand management a critical factor for business sustainability. This study aims to analyze the influence of Brand Trust and Brand Image on Purchase Decision at Omah Visual Malang. The research employed a quantitative explanatory approach with data collected from 90 respondents using accidental sampling. Data were analyzed through multiple linear regression, coefficient of determination, and hypothesis testing (t-test and F-test). Results indicated that the multiple regression equation was Y' = 3.271 + 0.321X1 + 0.574X2 + e. The coefficient of determination yielded an adjusted R-square of 0.689, indicating that Brand Trust and Brand Image jointly explained 68.9% of the variance in Purchase Decision. Partial tests showed that Brand Trust (tₙₐᵗ = 2.871, sig. = 0.005) and Brand Image (tₙₐᵗ = 6.730, sig. = 0.000) each had a significant positive effect on Purchase Decision. The simultaneous test confirmed that both variables together significantly influenced Purchase Decision (Fₙₐᵗ = 99.479, sig. = 0.000). Brand Image demonstrated a stronger influence than Brand Trust. Omah Visual Malang is advised to strengthen its brand distinctiveness and expand its product range to enhance consumer confidence and purchase decisions.

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