The Influence Of Brand Image And Brand Trust On Chicken Purchase Decisions At Maju Bersama Broiler Company

Ignatius Nevan Geofrey; Dwi Asri Siti Ambarwati

doi:10.63922/ijebir.v5i04.4322

Ignatius Nevan Geofrey Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
Dwi Asri Siti Ambarwati Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i04.4322

Keywords: Keywords: Brand Image, Brand Trust, Purchasing Decision

Abstract

This study aims to analyze the influence of brand image and brand trust on chicken purchasing decisions at Maju Bersama (MB) Broiler Company. The background to this study is based on the fluctuation and decline in sales levels of MB Broiler poultry products in recent periods, a phenomenon that indicates a change in consumer behavior towards the product. This decline in sales is thought to be related to consumer perception factors regarding brand quality and reputation, as well as the level of consumer trust that has not been fully established or is less stable, thus giving rise to the need to evaluate the role of brand image and brand trust in influencing purchasing decisions. This study uses a quantitative approach with an associative research type. Data were collected through questionnaires to 130 respondents using a purposive sampling technique. The analysis method used is multiple linear regression with the help of the SPSS program. The results of the study indicate that partially, brand image has a significant effect on purchasing decisions. Meanwhile, brand trust also has a significant effect on purchasing decisions. Simultaneously, brand image and brand trust have a significant effect on purchasing decisions. The coefficient of determination (R²) value shows that 61.7% of the variation in purchasing decisions can be explained by these two variables, while the remaining 38.3% is influenced by other variables outside the study. The results of this study indicate that the better the brand image and the higher consumer trust in the brand, the more likely consumers are to make a purchase decision. Therefore, MB Broiler needs to improve product quality consistency, strengthen marketing communications, and maintain transparency and reliability of service to increase consumer trust and positive perceptions.

Author Biography

Ignatius Nevan Geofrey, Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.

Ignatius Nevan Geofrey

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