Analysis of Brand Image and Brand Trust in Purchase Decisions of Honda PCX Motorcycle Group Members in Bandung
Prama BR. H. Hendrayati, C.Furqon, H.Mulyadi
Universitas Pendidikan Indonesia
Abstract
The purpose of this study was to determine the image of brand image, trust, and purchase decisions, the influence of brand image and brand trust on purchase decisions of Honda PCX Motorcycle Group Members in the City of Bandung. The method used is a descriptive verification survey, with a population of 128 and a sample of 96 respondents, with a simple randomize sampling technique. Descriptive analysis uses the average range of categories, while verification uses Partial Least Square (PLS). The conclusion that brand image and brand trust are in the high enough category, while purchase decisions are in the sufficient category. Brand image has a positive and significant effect on purchase decisions, brand trust has a positive and significant effect on purchase decisions. Simultaneously, brand image and brand trust have positive and significant influence on purchase decisions.
Keywords: Brand Image, Brand Trust, Purchase Decision
Topic: Marketing Management