The Effect of Brand Image and Trust on Purchase Intention at Caru Poda SME Bima City

Jumratul Fitri; Sri Ernawati; Ita Purnama

doi:10.63922/ijebir.v5i04.4471

Jumratul Fitri SEKOLAH TINGGI ILMU EKONOMI BIMA
Sri Ernawati Sekolah Tinggi Ilmu Ekonomi Bima
Ita Purnama Sekolah Tinggi Ilmu Ekonomi Bima

DOI: https://doi.org/10.63922/ijebir.v5i04.4471

Keywords: Brand image, trust, purchase intention, MSME, Bima City/Indonesia

Abstract

The intensifying competition faced by Micro, Small, and Medium Enterprises (MSMEs) requires business owners to strengthen the factors that shape consumer purchase intention, particularly brand image and consumer trust. This study examined the partial and simultaneous effects of brand image and trust on purchase intention among consumers of Caru Poda SME, a local bakery and coffee shop in Bima City, West Nusa Tenggara, Indonesia. The study adopted an associative quantitative design, and an accidental sampling technique combined with purposive criteria was used to select 96 respondents who had previously purchased from Caru Poda and resided in Bima City. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression with the assistance of SPSS. Validity and reliability tests confirmed that all instrument items were valid (r-count > 0.30) and reliable (Cronbach's Alpha > 0.60), while classical assumption tests indicated that the regression model was normally distributed, free of multicollinearity, free of heteroscedasticity, and free of autocorrelation. The results showed that brand image had a significant negative effect on purchase intention (B = -0.251, t = -8.918, p = .000), while trust had a significant positive effect on purchase intention (B = 1.465, t = 51.806, p = .000). Furthermore, brand image and trust simultaneously had a significant effect on purchase intention, F (2, 93) = 1685.861, p = .000, accounting for 97.3% of the variance in purchase intention (R² = .973). The study concludes that trust is the dominant driver of purchase intention at Caru Poda SME, while brand image alone does not guarantee increased purchase intention unless it is reinforced by consistent product quality and reliable service. The study recommends that MSME owners prioritize strengthening consumer trust through consistent product quality, transparency, and dependable service, while continuing to build a coherent and credible brand identity.

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