The Role of Brand Image in Mediating Price and Trust Towards Yamaha Motorcycle Purchase Decisions (Case Study of ITB Indragiri Students)

Hermanto; Suwaji; Warnadi

doi:10.59890/ijfbm.v3i4.101

Authors

Hermanto Institut Teknologi dan Bisnis Indragiri
Suwaji Institut Teknologi dan Bisnis Indragiri
Warnadi Institut Teknologi dan Bisnis Indragiri

DOI:

https://doi.org/10.59890/ijfbm.v3i4.101

Keywords:

Purchasing Decisions, Price, Trust and Brand Image

Abstract

Purchasing decisions are key to business success. Purchasing decisions are inextricably linked to brand image, price, and trust. The purpose of this study is to determine the influence of price and trust on brand image, to determine the influence of price, trust and brand image on purchasing decisions, to determine the role of brand image in mediating price and trust on purchasing decisions for Yamaha motorbikes (case study on ITB Indragiri students). This study employed quantitative methods, using path analysis and primary data sources. The sample size was 99 respondents. The results of the study show that price has an effect on brand image (sign value 0.000 < 0.05), trust has an effect on brand image (sign value 0.003 < 0.05), Price has no effect on purchasing decisions (sign value 0.645 > 0.05), trust has an effect on purchasing decisions (sign value 0.014 < 0.05), brand image has an effect on purchasing decisions (sign value 0.000 < 0.05). Brand image mediates the effect of price and trust on purchasing decisions (one-tailed probability and two-tailed probability sig values < 0.05)

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