Vol. 5, No. 11, November 2024
E-ISSN: 2723 - 6692
P-ISSN: 2723 - 6595
http://jiss.publikasiindonesia.id/
Journal of Indonesian Social Sciences, Vol. 5, No. 11, November 2024 2884
The Influence of Brand Trust on Purchase Decisions at Kopi
Kenangan Batam
Desi Natasya Aswar, Siska Amelia Maldin
Politeknik Pariwisata Batam, Indonesia
Email: desitasyatasya01@gmail.com, siskamaldin@btp.ac.id
Correspondence: desitasyatasya01@gmail.com
KEYWORDS
ABSTRACT
Brand Trust; Purchase
Decision; Kopi Kenangan
This research aims to analyze the effect of Brand Trust on
Purchasing Decisions at Kopi Kenangan Batam. The method used in
this research is Simple Linear Regression. The sample to be studied
was 100 respondents using the Slovin formula and purposive
sampling technique. The characteristics of the sample studied were
consumers located in Batam, had purchased Kopi Kenangan
products 2 times and were at least 15 years old. The results of this
study are expected to provide an overview of the Effect of Brand
Trust on Purchasing Decisions at Kopi Kenangan Batam.
Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)
Introduction
Coffee has become one of the most widely consumed beverages globally, with increasing
demand annually. According to the United States Department of Agriculture (2024) Coffee consumption
in Indonesia increased in 2023/2024 by 4.79 million bags of coffee compared to 2022/2023 which
showed a figure of 4.78 million bags of coffee. This has resulted in an increase in the coffee industry,
where people now consume coffee as their lifestyle following popular trends. With the turn of the
current era changing the prospects of the coffee business, these conditions force various well-known
brands to compete by developing innovations that can differentiate them from their competitors
(Sitorus et al., 2022). Brand or brand is the identity of a product, service and company that can make
it easier for consumers to distinguish it from others. Entrepreneurs make various efforts to fulfill
consumer desires by managing marketing strategies and improving the quality of products and
services (Bernard et al., 2022; Jones et al., 2024)
Currently, the emergence of the concept of coffee shops that implement a grab and go system
is considered more efficient because it makes it easier for consumers to order products through
online application features without waiting in line. One of the local brands that applies this concept is
Kopi Kenangan, which was founded by James Pranoto, Edward Tirtanata and Cyntia Chaerunissa in
2017 with more than 900 branches in Indonesia. (Kopi Kenangan, n.d.). At first, Edward, one of the
owners of Kopi Kenangan, had tried to open a business in the same field by offering a tea product
called Lewis and Carroll, but it did not go well until finally he tried to open a business with his partner
by selling affordable coffee products, namely the Kopi Kenangan brand. (Ignacio Geordi Oswaldo, 2022).
In the second quarter of 2024 Kopi Kenangan managed to increase sales by 27% compared to the
second quarter of 2023 with sales of more than 940,000 cups of Matcha Series and 890,000 cups of
Aren Series within 2 months (Kopi Kenangan, n.d.). Kopi Kenangan also has a MUI halal certificate with
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 11, November 2024 2885
the number LPPOM-00160107371020 to get an award as "The Best Halal Assurance System
Implementation" in 2022. With this, it can provide confidence for consumers when consuming their
products.
Building a brand is an effort in a business because a good brand image provides trust and
satisfaction for consumers. There is data presented by (Top Brand Award, 2024) stating that in recent
years local coffee brands that have occupied the position as the most popular brands in Indonesia in
2024, one of them is Kopi Kenangan, which is in second place with a value of 39% after Janji Jiwa with
a value of 44.80%. Other data from (Google Trend, 2024) said that the Kopi Kenangan brand is still
lagging behind Fore, with the percentage that occurred in Batam City showing that 45% of Kopi
Kenangan enthusiasts and 55% for Fore. This has decreased from last year. Therefore, an evaluation
is needed by the Company to identify the problems that occur.
Coffee shops that are involved in the coffee industry strive to provide a satisfying experience to
build trust for their customers. Brand trust or brand trust according to Firmasyah (2019) is a
consumer assessment that a product or service can fulfill the promised value so that it can satisfy
consumer desires which can provide satisfaction for buyers. If a product is assessed in accordance
with consumer expectations, customers will have a positive experience and build trust in using their
products ξ ‹ξ˜•ξš‹ξšˆξšƒξŸ―ξš‹ξŸ‘ξ˜ƒξ₯΄ξ₯²ξ₯³ξ₯»ξ Œ. Before making a purchase, consumers will decide to determine the needs they
need. According to Lantara and Pramudana (2020) that purchasing decisions are consumer
perceptions when buying or using certain products more than once. Consumer decisions to buy a
product or service are the benefits that can be obtained by the company (Sitorus et al., 2022).
Therefore, companies ensure that the products or services provided remain consistent and of good
quality to ensure that consumers repurchase their products.
Previous studies on brand trust and purchasing decisions have largely emphasized generic
consumer behavior without delving into the unique dynamics of rapidly expanding local coffee brands
in competitive markets. Bernard et al. (2022) explored the role of brand experience in fostering
loyalty but did not specifically address how brand trust influences purchasing decisions in the context
of emerging coffee shop chains like Kopi Kenangan. Similarly, Anak Agung Made Oka Lantara (2020)
examined purchasing decisions as a reflection of consumer perceptions but did not consider the
interaction between brand trust and innovative business models such as the grab-and-go system. This
study aims to fill this gap by investigating how brand trust impacts purchasing decisions for Kopi
Kenangan in Batam, a region where the brand's market position is challenged.
Given the competitive landscape of the coffee industry and the strategic importance of Batam
as a growing market, this research is both timely and essential. It seeks to provide actionable insights
for Kopi Kenangan to enhance its brand trust and better meet consumer expectations, ultimately
driving purchasing decisions and sustaining growth. By addressing the identified research gap, this
study contributes to the academic understanding of consumer behavior in localized yet competitive
markets and offers practical implications for brand management in the coffee industry.
Research Methods
ξ˜„ξš…ξš…ξš‘ξš”ξš†ξš‹ξšξš‰ξ˜ƒξš–ξš‘ξ˜ƒξ˜ƒξ˜„ξšξš”ξš—ξš†ξš†ξš‹ξšξ˜ƒξš‡ξš–ξ˜ƒξšƒξšŽξŸ€ξ˜ƒξ ‹ξ₯΄ξ₯²ξ₯΄ξ₯΄ξ Œξ˜ƒξš“ξš—ξšƒξšξš–ξš‹ξš–ξšƒξš–ξš‹ξš˜ξš‡ξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒξš‹ξš•ξ˜ƒξšƒξ˜ƒξšξš‡ξš–ξšŠξš‘ξš†ξ˜ƒξš—ξš•ξš‡ξš†ξ˜ƒξš‹ξšξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒξš–ξš‘ξ˜ƒ
ξš–ξš‡ξš•ξš–ξ˜ƒξš–ξšŠξš‡ξš‘ξš”ξš‹ξš‡ξš•ξ˜ƒξš„ξš›ξ˜ƒξš‡ξššξšƒξšξš‹ξšξš‹ξšξš‰ξ˜ƒξš–ξšŠξš‡ξ˜ƒ ξš”ξš‡ξšŽξšƒξš–ξš‹ξš‘ξšξš•ξšŠξš‹ξš’ξ˜ƒξš„ξš‡ξš–ξš™ξš‡ξš‡ξšξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡ξš•ξŸ€ξ˜ƒ ξ˜Œξšξ˜ƒξš–ξšŠξš‹ξš•ξ˜ƒξš•ξš–ξš—ξš†ξš›ξŸ‘ξ˜ƒξš™ξš‡ξ˜ƒξš™ξš‹ξšŽξšŽξ˜ƒξš—ξš•ξš‡ξ˜ƒ ξšƒξ˜ƒξš–ξš›ξš’ξš‡ξ˜ƒξš‘ξšˆξ˜ƒ
ξš“ξš—ξšƒξšξš–ξš‹ξš–ξšƒξš–ξš‹ξš˜ξš‡ξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒξš™ξš‹ξš–ξšŠξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξ˜–ξš‹ξšξš’ξšŽξš‡ξ˜ƒ ξ˜ξš‹ξšξš‡ξšƒξš”ξ˜ƒξ˜•ξš‡ξš‰ξš”ξš‡ξš•ξš•ξš‹ξš‘ξšξ˜ƒξšξš‡ξš–ξšŠξš‘ξš†ξ˜ƒξšƒξšξš†ξ˜ƒ ξšƒξšξšƒξšŽξš›ξšœξš‡ξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξ˜™ξšƒξšŽξš‹ξš†ξšƒξš–ξš‹ξš‘ξšξ˜ƒ ξ˜—ξš‡ξš•ξš–ξŸ‘ξ˜ƒ
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 11, November 2024 2886
ξ˜•ξš‡ξšŽξš‹ξšƒξš„ξš‹ξšŽξš‹ξš–ξš›ξŸ‘ξ˜ƒξ˜‘ξš‘ξš”ξšξšƒξšŽξš‹ξš–ξš›ξ˜ƒξ˜—ξš‡ξš•ξš–ξŸ‘ξ˜ƒξ˜‹ξš‡ξš–ξš‡ξš”ξš‘ξš•ξš…ξš‡ξš†ξšƒξš•ξš–ξš‹ξš…ξš‹ξš–ξš›ξŸ‘ξ˜ƒξ˜‹ξš›ξš’ξš‘ξš–ξšŠξš‡ξš•ξš‹ξš•ξ˜ƒξ˜—ξš‡ξš•ξš–ξ˜ƒξšƒξšξš†ξ˜ƒξ˜†ξš‘ξš‡ξšˆξ§ξš‹ξš…ξš‹ξš‡ξšξš–ξ˜ƒξš‘ξšˆξ˜ƒξ˜‡ξš‡ξš–ξš‡ξš”ξšξš‹ξšξšƒξš–ξš‹ξš‘ξšξŸ€ξ˜ƒξ˜—ξšŠξš‡ξ˜ƒ
ξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒξšŽξš‘ξš…ξšƒξš–ξš‹ξš‘ξšξ˜ƒξš™ξš‹ξšŽξšŽξ˜ƒξš„ξš‡ξ˜ƒξšƒξš–ξ˜ƒξ˜Žξš‘ξš’ξš‹ξ˜ƒξ˜Žξš‡ξšξšƒξšξš‰ξšƒξšξ˜ƒξ˜…ξšƒξš–ξšƒξšξŸ€ξ˜ƒ
ξ˜“ξš‘ξš’ξš—ξšŽξšƒξš–ξš‹ξš‘ξšξ˜ƒ ξšƒξš…ξš…ξš‘ξš”ξš†ξš‹ξšξš‰ξ˜ƒ ξš–ξš‘ξ˜ƒ ξ˜‡ξšƒξš”ξš™ξš‹ξšξ˜ƒ ξš‡ξš–ξ˜ƒ ξšƒξšŽξŸ€ξ˜ƒ ξ ‹ξ₯΄ξ₯²ξ₯΄ξ₯³ξ Œξ˜ƒ ξš‹ξš•ξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξš‡ξšξš–ξš‹ξš”ξš‡ξ˜ƒ ξšƒξš”ξš‡ξšƒξ˜ƒ ξš‘ξš”ξ˜ƒ ξš”ξš‡ξš‰ξš‹ξš‘ξšξ˜ƒξš‘ξš”ξ˜ƒ ξš…ξš‘ξšŽξšŽξš‡ξš…ξš–ξš‹ξš‘ξšξ˜ƒ ξš‘ξšˆξ˜ƒ
ξš‹ξšξš†ξš‹ξš˜ξš‹ξš†ξš—ξšƒξšŽξš•ξ˜ƒ ξš™ξšŠξš‘ξ˜ƒ ξšƒξš”ξš‡ξ˜ƒ ξš—ξš•ξš‡ξš†ξ˜ƒ ξšƒξš•ξ˜ƒ ξš‘ξš„ξšŒξš‡ξš…ξš–ξš•ξ˜ƒ ξš‘ξš”ξ˜ƒ ξš•ξš—ξš„ξšŒξš‡ξš…ξš–ξš•ξ˜ƒ ξšƒξšξš†ξ˜ƒ ξšŠξšƒξš˜ξš‡ξ˜ƒ ξš…ξš‡ξš”ξš–ξšƒξš‹ξšξ˜ƒ ξš…ξšŠξšƒξš”ξšƒξš…ξš–ξš‡ξš”ξš‹ξš•ξš–ξš‹ξš…ξš•ξ˜ƒ ξš–ξšŠξšƒξš–ξ˜ƒ ξšŠξšƒξš˜ξš‡ξ˜ƒ ξš„ξš‡ξš‡ξšξ˜ƒ
ξšƒξš†ξšŒξš—ξš•ξš–ξš‡ξš†ξ˜ƒξš„ξš›ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξš‡ξš”ξŸ€ξ˜ƒξ˜ξš‡ξšƒξšξš™ξšŠξš‹ξšŽξš‡ξŸ‘ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš•ξšƒξšξš’ξšŽξš‡ξ˜ƒξš‹ξš•ξ˜ƒξš’ξšƒξš”ξš–ξ˜ƒξš‘ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξš‘ξš„ξšŒξš‡ξš…ξš–ξ˜ƒξš–ξšƒξšξš‡ξšξ˜ƒξš„ξš›ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξš‡ξš”ξ˜ƒξšƒξšξš†ξ˜ƒ
ξšƒξšŽξš”ξš‡ξšƒξš†ξš›ξ˜ƒξš”ξš‡ξš’ξš”ξš‡ξš•ξš‡ξšξš–ξš•ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš‡ξšξš–ξš‹ξš”ξš‡ξ˜ƒξš’ξš‘ξš’ξš—ξšŽξšƒξš–ξš‹ξš‘ξšξŸ€ξ˜ƒ(Sarwono & Handayani, 2021)ξŸ€ξ˜ƒξ˜—ξšŠξš‡ξ˜ƒξš’ξš‘ξš’ξš—ξšŽξšƒξš–ξš‹ξš‘ξšξ˜ƒξš‹ξšξ˜ƒξš–ξšŠξš‹ξš•ξ˜ƒξš•ξš–ξš—ξš†ξš›ξ˜ƒ
ξšƒξš”ξš‡ξ˜ƒξš…ξš‘ξšξš•ξš—ξšξš‡ξš”ξš•ξ˜ƒξš‘ξšˆξ˜ƒξ˜Žξš‘ξš’ξš‹ξ˜ƒξ˜Žξš‡ξšξšƒξšξš‰ξšƒξšξ˜ƒξš‹ξšξ˜ƒξ˜…ξšƒξš–ξšƒξšξ˜ƒξ˜†ξš‹ξš–ξš›ξŸ‘ξ˜ƒξš™ξšŠξš‡ξš”ξš‡ξ˜ƒξš‹ξš–ξ˜ƒξš‹ξš•ξ˜ƒξšξšξš‘ξš™ξšξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš–ξšŠξš‡ξ˜ƒξšƒξš˜ξš‡ξš”ξšƒξš‰ξš‡ξ˜ƒξš˜ξš‹ξš•ξš‹ξš–ξš‘ξš”ξ˜ƒξš–ξš‘ξ˜ƒξ˜Žξš‘ξš’ξš‹ξ˜ƒ
ξ˜Žξš‡ξšξšƒξšξš‰ξšƒξšξ˜ƒξš‹ξš•ξ˜ƒξ₯΄ξ₯³ξ₯²ξ₯²ξ˜ƒξš’ξš‡ξš‘ξš’ξšŽξš‡ξ˜ƒξš’ξš‡ξš”ξ˜ƒξš™ξš‡ξš‡ξšξŸ€ξ˜ƒ
ξ˜„ξš…ξš…ξš‘ξš”ξš†ξš‹ξšξš‰ξ˜ƒξš–ξš‘ξ˜ƒξ˜‰ξšƒξš—ξšœξš›ξ˜ƒξ ‹ξ₯΄ξ₯²ξ₯³ξ₯»ξ Œξ˜ƒpurposive sampling ξš–ξš‡ξš…ξšŠξšξš‹ξš“ξš—ξš‡ξ˜ƒξš‹ξš•ξ˜ƒξšƒξ˜ƒξš•ξšƒξšξš’ξšŽξš‡ξ˜ƒξš–ξšƒξšξš‡ξš”ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξšŠξšƒξš•ξ˜ƒξš…ξš‡ξš”ξš–ξšƒξš‹ξšξ˜ƒ
ξš…ξšŠξšƒξš”ξšƒξš…ξš–ξš‡ξš”ξš‹ξš•ξš–ξš‹ξš…ξš•ξŸ‘ξ˜ƒξš…ξšŠξšƒξš”ξšƒξš…ξš–ξš‡ξš”ξš‹ξš•ξš–ξš‹ξš…ξš•ξŸ‘ξ˜ƒξš…ξš”ξš‹ξš–ξš‡ξš”ξš‹ξšƒξ˜ƒξšƒξšξš†ξ˜ƒξš–ξš”ξšƒξš‹ξš–ξš•ξ˜ƒξš•ξš‘ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš•ξšƒξšξš’ξšŽξš‡ξ˜ƒξš‹ξš•ξ˜ƒξšξš‘ξš–ξ˜ƒξš”ξšƒξšξš†ξš‘ξšξš‹ξšœξš‡ξš†ξŸ€ξ˜ƒξ˜—ξšŠξš‡ξ˜ƒξš•ξšƒξšξš’ξšŽξš‡ξš•ξ˜ƒ
ξš–ξšƒξšξš‡ξšξ˜ƒξš„ξš›ξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξš‡ξš”ξš•ξ˜ƒξšŠξšƒξš˜ξš‡ξ˜ƒξš…ξšŠξšƒξš”ξšƒξš…ξš–ξš‡ξš”ξš‹ξš•ξš–ξš‹ξš…ξš•ξ˜ƒξš•ξš—ξš…ξšŠξ˜ƒξšƒξš•ξŸ£ξ˜ƒξš…ξš‘ξšξš•ξš—ξšξš‡ξš”ξš•ξ˜ƒξš™ξšŠξš‘ξ˜ƒξšŠξšƒξš˜ξš‡ξ˜ƒξš„ξš‘ξš—ξš‰ξšŠξš–ξ˜ƒξšξš‡ξšξš‘ξš”ξšƒξš„ξšŽξš‡ξ˜ƒξš…ξš‘ξšˆξšˆξš‡ξš‡ξ˜ƒ
ξš’ξš”ξš‘ξš†ξš—ξš…ξš–ξš•ξ˜ƒ ξ₯΄ξ˜ƒ ξš–ξš‹ξšξš‡ξš•ξ˜ƒ ξš‘ξš”ξ˜ƒ ξšξš‘ξš”ξš‡ξŸ‘ξ˜ƒ ξš™ξš‹ξš–ξšŠξ˜ƒ ξšƒξ˜ƒ ξšξš‹ξšξš‹ξšξš—ξšξ˜ƒ ξšƒξš‰ξš‡ξ˜ƒ ξš‘ξšˆξ˜ƒ ξ₯³ξ₯·ξ˜ƒ ξš›ξš‡ξšƒξš”ξš•ξŸ€ξ˜ƒ ξ˜—ξšŠξš‡ξ˜ƒ ξšξš—ξšξš„ξš‡ξš”ξ˜ƒ ξš‘ξšˆξ˜ƒ ξš”ξš‡ξš•ξš’ξš‘ξšξš†ξš‡ξšξš–ξš•ξ˜ƒ ξš™ξšƒξš•ξ˜ƒ
ξš†ξš‡ξš–ξš‡ξš”ξšξš‹ξšξš‡ξš†ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξš–ξšŠξš‡ξ˜ƒξ˜–ξšŽξš‘ξš˜ξš‹ξšξ˜ƒξšˆξš‘ξš”ξšξš—ξšŽξšƒξŸ‘ξ˜ƒξšξšƒξšξš‡ξšŽξš›ξŸ£ξ˜ƒ
𝑛 =
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1 + N. 𝑒
2
ξ˜…ξš›ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξš–ξšŠξš‹ξš•ξ˜ƒξšˆξš‘ξš”ξšξš—ξšŽξšƒξŸ‘ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš—ξšŽξš–ξ˜ƒξš‘ξš„ξš–ξšƒξš‹ξšξš‡ξš†ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξšƒξ˜ƒmargin of error ξ ‹ξš‡ξ Œξ˜ƒξš‘ξšˆξ˜ƒξ₯³ξ₯²ξ¦¨ξ˜ƒξš‹ξš•ξ˜ƒξ₯»ξ₯·ξŸ€ξ₯Άξ₯·ξ˜ƒξš™ξšŠξš‹ξš…ξšŠξ˜ƒξš‹ξš•ξ˜ƒ
ξš”ξš‘ξš—ξšξš†ξš‡ξš†ξ˜ƒ ξš—ξš’ξ˜ƒ ξš–ξš‘ξ˜ƒ ξ₯³ξ₯²ξ₯²ξ˜ƒ ξš”ξš‡ξš•ξš’ξš‘ξšξš†ξš‡ξšξš–ξš•ξŸ€ξ˜ƒ ξ˜—ξšŠξš‡ξ˜ƒ ξš†ξšƒξš–ξšƒξ˜ƒ ξš™ξš‹ξšŽξšŽξ˜ƒ ξš„ξš‡ξ˜ƒ ξš‘ξš„ξš–ξšƒξš‹ξšξš‡ξš†ξ˜ƒ ξš—ξš•ξš‹ξšξš‰ξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξ˜–ξ˜“ξ˜–ξ˜–ξ˜ƒ Statistics ξ˜™ξš‡ξš”ξš•ξš‹ξš‘ξšξ˜ƒ ξ₯³ξ₯»ξ˜ƒ
ξšƒξš’ξš’ξšŽξš‹ξš…ξšƒξš–ξš‹ξš‘ξšξ˜ƒξš’ξš”ξš‘ξš‰ξš”ξšƒξšξŸ€ξ˜ƒξ˜Œξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒξš•ξš…ξšƒξšŽξš‡ξ˜ƒξš–ξš‘ξ˜ƒξšξš‡ξšƒξš•ξš—ξš”ξš‡ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš“ξš—ξš‡ξš•ξš–ξš‹ξš‘ξšξšξšƒξš‹ξš”ξš‡ξŸ‘ξ˜ƒξšƒξ˜ƒξ₯ΆξŸ¦ξš’ξš‘ξš‹ξšξš–ξ˜ƒξ˜ξš‹ξšξš‡ξš”ξš–ξ˜ƒξš•ξš…ξšƒξšŽξš‡ξ˜ƒξš™ξš‹ξšŽξšŽξ˜ƒξš„ξš‡ξ˜ƒ
ξš—ξš•ξš‡ξš†ξŸ‘ξ˜ƒξšƒξšξš‘ξšξš‰ξ˜ƒξš‘ξš–ξšŠξš‡ξš”ξš•ξŸ£ξ˜ƒ
ξ₯³ξŸ€ ξ˜–ξš–ξš”ξš‘ξšξš‰ξšŽξš›ξ˜ƒξ˜„ξš‰ξš”ξš‡ξš‡ξ˜ƒξ ‹ξ₯Άξ Œ
ξ₯΄ξŸ€ ξ˜„ξš‰ξš”ξš‡ξš‡ξ˜ƒξ ‹ξ₯΅ξ Œ
ξ₯΅ξŸ€ ξ˜‡ξš‹ξš•ξšƒξš‰ξš”ξš‡ξš‡ξ˜ƒξ ‹ξ₯΄ξ Œ
ξ₯ΆξŸ€ ξ˜–ξš–ξš”ξš‘ξšξš‰ξšŽξš›ξ˜ƒξ ‹ξ₯³ξ Œ
Results and Discussion
ξ˜™ξšƒξšŽξš‹ξš†ξš‹ξš–ξš›ξ˜ƒξ˜—ξš‡ξš•ξš–ξ˜ƒ
ξ˜„ξš…ξš…ξš‘ξš”ξš†ξš‹ξšξš‰ξ˜ƒ ξš–ξš‘ξ˜ƒ Hamidξ˜ƒ ξ˜˜ξš•ξš‡ξš†ξ˜ƒ ξš–ξš‘ξ˜ƒ ξš†ξš‡ξš–ξš‡ξš”ξšξš‹ξšξš‡ξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξš‡ξššξš–ξš‡ξšξš–ξ˜ƒ ξš–ξš‘ξ˜ƒ ξš™ξšŠξš‹ξš…ξšŠξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξšξš‡ξšƒξš•ξš—ξš”ξš‹ξšξš‰ξ˜ƒ ξš‹ξšξš•ξš–ξš”ξš—ξšξš‡ξšξš–ξ˜ƒ ξš…ξšƒξšξ˜ƒ
ξšξš‡ξšƒξš•ξš—ξš”ξš‡ξ˜ƒξš•ξš‘ξšξš‡ξš–ξšŠξš‹ξšξš‰ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš•ξšŠξš‘ξš—ξšŽξš†ξ˜ƒξš„ξš‡ξ˜ƒξšξš‡ξšƒξš•ξš—ξš”ξš‡ξš†ξŸ€ξ˜ƒξ˜Œξš–ξ˜ƒξš…ξšƒξšξ˜ƒξš„ξš‡ξ˜ƒξš•ξš‡ξš‡ξšξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒξš”ξš‡ξš•ξš—ξšŽξš–ξš•ξ˜ƒξšƒξš”ξš‡ξ˜ƒξš•ξšƒξš‹ξš†ξ˜ƒξš–ξš‘ξ˜ƒξš„ξš‡ξ˜ƒ
ξš˜ξšƒξšŽξš‹ξš†ξ˜ƒξš‹ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξš‘ξšˆξ˜ƒξš”ξ˜ƒξš…ξš‘ξš—ξšξš–ξ¦΅ξ˜ƒξš”ξ˜ƒξš–ξšƒξš„ξšŽξš‡ξŸ€ξ˜ƒξ˜‰ξš”ξš‘ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš—ξšŽξš–ξš•ξ˜ƒξš‘ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξš†ξšƒξš–ξšƒξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒξš‘ξš„ξš–ξšƒξš‹ξšξš‡ξš†ξŸ‘ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš„ξš”ξšƒξšξš†ξ˜ƒξš–ξš”ξš—ξš•ξš–ξ˜ƒ
ξ ‹ξ˜›ξ Œξ˜ƒξšƒξšξš†ξ˜ƒξ˜“ξš—ξš”ξš…ξšŠξšƒξš•ξš‡ξ˜ƒξ˜‡ξš‡ξš…ξš‹ξš•ξš‹ξš‘ξšξ˜ƒξ ‹ξ˜œξ Œξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡ξš•ξ˜ƒξšƒξš”ξš‡ξ˜ƒξš•ξšƒξš‹ξš†ξ˜ƒξš–ξš‘ξ˜ƒξš„ξš‡ξ˜ƒξš˜ξšƒξšŽξš‹ξš†ξ˜ƒξš„ξš‡ξš…ξšƒξš—ξš•ξš‡ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξš‘ξšˆξ˜ƒξš”ξ˜ƒξš…ξš‘ξš—ξšξš–ξ¦΅ξ˜ƒξ₯²ξŸ€ξ₯³ξ₯»ξ₯Έξ˜ƒξš‹ξšξ˜ƒ
ξš‡ξšƒξš…ξšŠξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡ξŸ€ξ˜ƒξ˜†ξšƒξšξ˜ƒξš„ξš‡ξ˜ƒξš•ξš‡ξš‡ξšξ˜ƒξšˆξš”ξš‘ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξšˆξš‘ξšŽξšŽξš‘ξš™ξš‹ξšξš‰ξ˜ƒξš–ξšƒξš„ξšŽξš‡ξŸ€
ξ˜—ξšƒξš„ξšŽξš‡ξ˜ƒξ₯³ξŸ€ξ˜ƒξ˜™ξšƒξšŽξš‹ξš†ξš‹ξš–ξš›ξ˜ƒξ˜—ξš‡ξš•ξš–
ξ˜™ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡
ξ˜Œξšξš†ξš‹ξš…ξšƒξš–ξš‘ξš”
ξš”
ξš…ξš‘ξš—ξšξš–
ξ˜™ξšƒξšŽξš‹ξš†ξš‹ξš–ξš›
Brand Trust (X)
ξ˜›ξ₯³
ξ₯²ξŸ‘ξ₯Ήξ₯΅ξ₯Ά
ξ˜™ξšƒξšŽξš‹ξš†
ξ˜›ξ₯΄
ξ₯²ξŸ‘ξ₯Έξ₯Ίξ₯»
ξ˜™ξšƒξšŽξš‹ξš†
Purchase Decision (Y)
ξ₯³
ξ₯²ξŸ‘ξ₯Ήξ₯²ξ₯΄
ξ˜™ξšƒξšŽξš‹ξš†
ξ₯΄
ξ₯²ξŸ‘ξ₯Ήξ₯·ξ₯΄
ξ˜™ξšƒξšŽξš‹ξš†
ξ˜–ξš‘ξš—ξš”ξš…ξš‡ξŸ£ξ˜ƒξ˜‡ξšƒξš–ξšƒξ˜ƒξš’ξš”ξš‘ξš…ξš‡ξš•ξš•ξš‡ξš†ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξ˜–ξ˜“ξ˜–ξ˜–ξ˜ƒξ ‹ξ₯΄ξ₯²ξ₯΄ξ₯Άξ Œ
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 11, November 2024 2887
ξ˜•ξš‡ξšŽξš‹ξšƒξš„ξš‹ξšŽξš‹ξš–ξš›ξ˜ƒξ˜—ξš‡ξš•ξš–ξ˜ƒ
ξ˜—ξšƒξš„ξšŽξš‡ξ˜ƒξ₯΄ξŸ€ξ˜ƒξ˜•ξš‡ξšŽξš‹ξšƒξš„ξš‹ξšŽξš‹ξš–ξš›ξ˜ƒξ˜—ξš‡ξš•ξš–ξ˜ƒξ˜•ξš‡ξš•ξš—ξšŽξš–ξš•
ξ˜™ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡
ξ˜†ξš”ξš‘ξšξš„ξšƒξš…ξšŠξ˜ƒξ˜„ξšŽξš’ξšƒ
ξ˜‡ξš‡ξš•ξš…ξš”ξš‹ξš’ξš–ξš‹ξš‘ξšξ˜ƒ
ξ˜…ξš”ξšƒξšξš†ξ˜ƒξ˜—ξš”ξš—ξš•ξš–ξ˜ƒξ ‹ξ˜›ξ Œ
ξ₯²ξŸ‘ξ₯Ήξ₯Άξ₯Ή
ξ˜•ξš‡ξšŽξš‹ξšƒξš„ξšŽξš‡ξ˜ƒ
ξ˜“ξš—ξš”ξš…ξšŠξšƒξš•ξš‡ξ˜ƒξ˜‡ξš‡ξš…ξš‹ξš•ξš‹ξš‘ξšξ˜ƒξ ‹ξ˜œξ Œ
ξ₯²ξŸ‘ξ₯Ήξ₯΅ξ₯Ί
ξ˜•ξš‡ξšŽξš‹ξšƒξš„ξšŽξš‡
ξ˜–ξš‘ξš—ξš”ξš…ξš‡ξŸ£ξ˜ƒξ˜‡ξšƒξš–ξšƒξ˜ƒξš’ξš”ξš‘ξš…ξš‡ξš•ξš•ξš‡ξš†ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξ˜–ξ˜“ξ˜–ξ˜–ξ˜ƒξ ‹ξ₯΄ξ₯²ξ₯΄ξ₯Άξ Œ
ξ˜‰ξš”ξš‘ξšξ˜ƒξšƒξ˜ƒ ξš–ξš‘ξš‘ξšŽξ˜ƒξš…ξšƒξšξ˜ƒξš„ξš‡ξ˜ƒξš†ξš‡ξš…ξšŽξšƒξš”ξš‡ξš†ξ˜ƒξš”ξš‡ξšŽξš‹ξšƒξš„ξšŽξš‡ξ˜ƒξš‹ξšˆξ˜ƒ ξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš—ξšŽξš–ξš•ξ˜ƒξš‘ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξšƒξšξš•ξš™ξš‡ξš”ξš•ξ˜ƒξšˆξš”ξš‘ξšξ˜ƒξš”ξš‡ξš•ξš’ξš‘ξšξš†ξš‡ξšξš–ξš•ξ˜ƒξš”ξš‡ξšξšƒξš‹ξšξ˜ƒ
ξš…ξš‘ξšξš•ξš‹ξš•ξš–ξš‡ξšξš–ξ˜ƒξš‘ξš˜ξš‡ξš”ξ˜ƒξš–ξš‹ξšξš‡ξŸ€ξ˜ƒξ˜†ξšƒξšξ˜ƒξš„ξš‡ξ˜ƒξšξšξš‘ξš™ξšξ˜ƒξš„ξš›ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš™ξšƒξš›ξ˜ƒξš‹ξšˆξ˜ƒξšƒξ˜ƒ Cronbach Alpa ξš…ξš‘ξš‡ξšˆξ§ξš‹ξš…ξš‹ξš‡ξšξš–ξ˜ƒξš‹ξš•ξ˜ƒξš‰ξš”ξš‡ξšƒξš–ξš‡ξš”ξ˜ƒξš–ξšŠξšƒξšξ˜ƒξ₯²ξŸ€ξ₯Έξ₯²ξ˜ƒ
ξ ‹ξ˜‡ξšƒξš”ξš™ξš‹ξšξ˜ƒξš‡ξš–ξ˜ƒξšƒξšŽξŸ€ξŸ‘ξ˜ƒξ₯΄ξ₯²ξ₯΄ξ₯³ξ ŒξŸ€ξ˜ƒξ˜…ξšƒξš•ξš‡ξš†ξ˜ƒξš‘ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš—ξšŽξš–ξš•ξ˜ƒξš‘ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξš†ξšƒξš–ξšƒξ˜ƒξš‹ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš•ξš–ξš—ξš†ξš›ξŸ‘ξ˜ƒξš‹ξš–ξ˜ƒξš‹ξš•ξ˜ƒξš•ξšƒξš‹ξš†ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš‹ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξ˜…ξš”ξšƒξšξš†ξ˜ƒξ˜—ξš”ξš—ξš•ξš–ξ˜ƒξ ‹ξ˜›ξ Œξ˜ƒ
ξšƒξšξš†ξ˜ƒξ˜“ξš—ξš”ξš…ξšŠξšƒξš•ξš‡ξ˜ƒξ˜‡ξš‡ξš…ξš‹ξš•ξš‹ξš‘ξšξ˜ƒξ ‹ξ˜œξ Œξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡ξš•ξŸ‘ξ˜ƒξš–ξšŠξš‡ξ˜ƒξ˜†ξš”ξš‘ξšξš„ξšƒξš…ξšŠξ˜ƒξ˜„ξšŽξš’ξšƒξ˜ƒξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξš‹ξš•ξ¦΅ξ˜ƒξ₯²ξŸ€ξ₯Έξ₯²ξŸ‘ξ˜ƒξš•ξš‘ξ˜ƒξš‹ξš–ξ˜ƒξš…ξšƒξšξ˜ƒξš„ξš‡ξ˜ƒξš•ξš–ξšƒξš–ξš‡ξš†ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš†ξšƒξš–ξšƒξ˜ƒ
ξš‹ξš•ξ˜ƒξš”ξš‡ξšŽξš‹ξšƒξš„ξšŽξš‡ξŸ€ξ˜ƒ
ξ˜‘ξš‘ξš”ξšξšƒξšŽξš‹ξš–ξš›ξ˜ƒξ˜—ξš‡ξš•ξš–ξ˜ƒ
ξ˜Œξšξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒξš‹ξš–ξ˜ƒξš‹ξš•ξ˜ƒξšξš‡ξš…ξš‡ξš•ξš•ξšƒξš”ξš›ξ˜ƒξš–ξš‘ξ˜ƒξš†ξš‡ξš–ξš‡ξš”ξšξš‹ξšξš‡ξ˜ƒξš™ξšŠξš‡ξš–ξšŠξš‡ξš”ξ˜ƒξš†ξšƒξš–ξšƒξ˜ƒξš‹ξš•ξ˜ƒξšξš‘ξš”ξšξšƒξšŽξšŽξš›ξ˜ƒξš†ξš‹ξš•ξš–ξš”ξš‹ξš„ξš—ξš–ξš‡ξš†ξŸ€ξ˜ƒξ˜—ξš‡ξš•ξš–ξš‹ξšξš‰ξ˜ƒξš…ξšƒξšξ˜ƒξš„ξš‡ξ˜ƒ
ξš†ξš‘ξšξš‡ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξ˜’ξšξš‡ξŸ¦ξ˜–ξšƒξšξš’ξšŽξš‡ξ˜ƒξ˜Žξš‘ξšŽξšξš‘ξš‰ξš”ξš‘ξš˜ξŸ¦ξ˜–ξšξš‹ξš”ξšξš‘ξš˜ξ˜ƒξ ‹ξ₯³ξ˜ƒξ˜–ξšƒξšξš’ξšŽξš‡ξ˜ƒξ˜ŽξŸ¦ξ˜–ξ ŒξŸ€ξ˜ƒξ˜Œξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξ˜„ξš•ξš›ξšξš’ξŸ€ξ˜ƒξ˜–ξš‹ξš‰ξ˜ƒξ ‹ξ₯΄ξŸ¦ξš–ξšƒξš‹ξšŽξš‡ξš†ξ Œξ˜ƒξ¦΅ξ˜ƒξ₯²ξŸ€ξ₯²ξ₯·ξ˜ƒξš–ξšŠξš‡ξšξ˜ƒ
ξš–ξšŠξš‡ξ˜ƒξš†ξšƒξš–ξšƒξ˜ƒξš‹ξš•ξ˜ƒξš•ξšƒξš‹ξš†ξ˜ƒξš–ξš‘ξ˜ƒξš„ξš‡ξ˜ƒξšξš‘ξš”ξšξšƒξšŽξ˜ƒξšƒξšξš†ξ˜ƒξš˜ξš‹ξš…ξš‡ξ˜ƒξš˜ξš‡ξš”ξš•ξšƒξ˜ƒξš‹ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξš‘ξšˆξ˜ƒξ˜„ξš•ξš›ξšξš’ξŸ€ξ˜ƒξ˜–ξš‹ξš‰ξ˜ƒξ ‹ξ₯΄ξŸ¦ξš–ξšƒξš‹ξšŽξš‡ξš†ξ Œξ˜ƒξ¦΄ξ₯²ξŸ€ξ₯²ξ₯·ξ˜ƒξš–ξšŠξš‡ξšξ˜ƒξš‹ξš–ξ˜ƒξš‹ξš•ξ˜ƒξš•ξšƒξš‹ξš†ξ˜ƒξš–ξš‘ξ˜ƒ
ξš„ξš‡ξ˜ƒξšƒξš„ξšξš‘ξš”ξšξšƒξšŽξŸ€ξ˜ƒξ˜—ξšŠξš‡ξ˜ƒξš†ξšƒξš–ξšƒξ˜ƒξš‘ξš„ξš–ξšƒξš‹ξšξš‡ξš†ξ˜ƒξšˆξš”ξš‘ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒξš”ξš‡ξš•ξš—ξšŽξš–ξš•ξŸ‘ξ˜ƒξšξšƒξšξš‡ξšŽξš›ξŸ‘ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξš‘ξšˆξ˜ƒξ˜„ξš•ξš›ξšξš’ξŸ€ξ˜ƒξ˜–ξš‹ξš‰ξ˜ƒξ ‹ξ₯΄ξŸ¦ξš–ξšƒξš‹ξšŽξš‡ξš†ξ Œξ˜ƒ
ξ₯²ξŸ€ξ₯΅ξ₯²ξ₯Ίξ¦΅ξ˜ƒξ₯²ξŸ€ξ₯²ξ₯·ξŸ‘ξ˜ƒξš‹ξš–ξ˜ƒξš•ξšŠξš‘ξš™ξš•ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš†ξšƒξš–ξšƒξ˜ƒξš‘ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡ξš•ξ˜ƒξšƒξš”ξš‡ξ˜ƒξšξš‘ξš”ξšξšƒξšŽξšŽξš›ξ˜ƒξš†ξš‹ξš•ξš–ξš”ξš‹ξš„ξš—ξš–ξš‡ξš†ξŸ€ξ˜ƒ
ξ˜‹ξš‡ξš–ξš‡ξš”ξš‘ξš•ξš…ξš‡ξš†ξšƒξš•ξš–ξš‹ξš…ξš‹ξš–ξš›ξ˜ƒξ˜—ξš‡ξš•ξš–ξ˜ƒ
ξ˜‰ξš‹ξš‰ξš—ξš”ξš‡ξ˜ƒξ₯³ξŸ€ξ˜ƒξ˜‹ξš‡ξš–ξš‡ξš”ξš‘ξš•ξš…ξš‡ξš†ξšƒξš•ξš–ξš‹ξš…ξš‹ξš–ξš›ξ˜ƒξ˜—ξš‡ξš•ξš–
ξ˜–ξš‘ξš—ξš”ξš…ξš‡ξŸ£ξ˜ƒξ˜‡ξšƒξš–ξšƒξ˜ƒξš’ξš”ξš‘ξš…ξš‡ξš•ξš•ξš‡ξš†ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξ˜–ξ˜“ξ˜–ξ˜–ξ˜ƒξ ‹ξ₯΄ξ₯²ξ₯΄ξ₯Άξ Œ
ξ˜‹ξš‡ξš–ξš‡ξš”ξš‘ξš•ξš…ξš‡ξš†ξšƒξš•ξš–ξš‹ξš…ξš‹ξš–ξš›ξ˜ƒξš–ξš‡ξš•ξš–ξ˜ƒξš‹ξš•ξ˜ƒξšξš‡ξš‡ξš†ξš‡ξš†ξ˜ƒξš–ξš‘ξ˜ƒξš‡ξšξš•ξš—ξš”ξš‡ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš–ξšŠξš‡ξš”ξš‡ξ˜ƒξšƒξš”ξš‡ξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξšξš–ξš•ξ˜ƒξš‹ξšξ˜ƒξš†ξš‹ξšˆξšˆξš‡ξš”ξš‡ξšξš–ξ˜ƒξšξš‘ξš†ξš‡ξšŽξš•ξŸ€ξ˜ƒξ˜Œξšξ˜ƒξš–ξšŠξš‡ξ˜ƒ
ξš•ξš‡ξšξš•ξš‡ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš‹ξšˆξ˜ƒξšŠξš‡ξš–ξš‡ξš”ξš‘ξš•ξš…ξš‡ξš†ξšƒξš•ξš–ξš‹ξš…ξš‹ξš–ξš›ξ˜ƒξš‘ξš…ξš…ξš—ξš”ξš•ξŸ‘ξ˜ƒξš–ξšŠξš‡ξš”ξš‡ξ˜ƒξš‹ξš•ξ˜ƒξšƒξšξ˜ƒξš‹ξšξš‡ξš“ξš—ξšƒξšŽξš‹ξš–ξš›ξ˜ƒξš‹ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš‹ξš†ξš—ξšƒξšŽξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξšξš…ξš‡ξ˜ƒξš‘ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš‰ξš”ξš‡ξš•ξš•ξš‹ξš‘ξšξ˜ƒ
ξšξš‘ξš†ξš‡ξšŽξŸ€ξ˜ƒξ˜Œξšˆξ˜ƒξš‘ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš‰ξš”ξšƒξš’ξšŠξ˜ƒξš–ξšŠξš‡ξ˜ƒξš†ξš‘ξš–ξš•ξ˜ƒξšƒξš”ξš‡ξ˜ƒξš•ξš…ξšƒξš–ξš–ξš‡ξš”ξš‡ξš†ξ˜ƒξš”ξšƒξšξš†ξš‘ξšξšŽξš›ξ˜ƒξšƒξšξš†ξ˜ƒξš†ξš‘ξ˜ƒξšξš‘ξš–ξ˜ƒξšˆξš‘ξš”ξšξ˜ƒξšƒξ˜ƒξš…ξš‡ξš”ξš–ξšƒξš‹ξšξ˜ƒξš’ξšƒξš–ξš–ξš‡ξš”ξšξŸ‘ξ˜ƒξš–ξšŠξš‡ξš”ξš‡ξ˜ƒξšƒξš”ξš‡ξ˜ƒξšξš‘ξ˜ƒ
ξš•ξš›ξšξš’ξš–ξš‘ξšξš•ξ˜ƒξš‘ξšˆξ˜ƒξšŠξš‡ξš–ξš‡ξš”ξš‘ξš•ξš…ξš‡ξš†ξšƒξš•ξš–ξš‹ξš…ξš‹ξš–ξš›ξŸ€ξ˜ƒξ˜—ξšŠξš‡ξ˜ƒξš‰ξš”ξšƒξš’ξšŠξ˜ƒ ξš•ξšŠξš‘ξš™ξšξ˜ƒξš‹ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš”ξš‡ξš•ξš‡ξšƒξš”ξš…ξšŠξ˜ƒ ξš”ξš‡ξš•ξš—ξšŽξš–ξš•ξ˜ƒξš†ξš‘ξš‡ξš•ξ˜ƒξšξš‘ξš–ξ˜ƒξšˆξš‘ξš”ξšξ˜ƒξšƒξ˜ƒξš…ξš‡ξš”ξš–ξšƒξš‹ξšξ˜ƒ
ξš’ξšƒξš–ξš–ξš‡ξš”ξšξ˜ƒξšƒξšξš†ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš’ξš‘ξš‹ξšξš–ξš•ξ˜ƒξš•ξš’ξš”ξš‡ξšƒξš†ξ˜ƒξš”ξšƒξšξš†ξš‘ξšξšŽξš›ξ˜ƒξš‘ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξ˜œξ˜ƒξšƒξššξš‹ξš•ξŸ‘ξ˜ƒξš–ξšŠξš‡ξš”ξš‡ξšˆξš‘ξš”ξš‡ξ˜ƒξš–ξšŠξš‡ξš”ξš‡ξ˜ƒξš‹ξš•ξ˜ƒξšξš‘ξ˜ƒξšŠξš‡ξš–ξš‡ξš”ξš‘ξšξš‡ξš†ξšƒξš•ξš‹ξš•ξš–ξšƒξš•ξŸ€ξ˜ƒ
ξ˜–ξš‹ξšξš’ξšŽξš‡ξ˜ƒξ˜ξš‹ξšξš‡ξšƒξš”ξ˜ƒξ˜•ξš‡ξš‰ξš”ξš‡ξš•ξš•ξš‹ξš‘ξšξ˜ƒξ˜„ξšξšƒξšŽξš›ξš•ξš‹ξš•ξ˜ƒ
ξ˜„ξš…ξš…ξš‘ξš”ξš†ξš‹ξšξš‰ξ˜ƒξš–ξš‘ξ˜ƒξ˜“ξš—ξš–ξš”ξš‹ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξš•ξš‹ξšξš’ξšŽξš‡ξ˜ƒξšŽξš‹ξšξš‡ξšƒξš”ξ˜ƒξš”ξš‡ξš‰ξš”ξš‡ξš•ξš•ξš‹ξš‘ξšξ˜ƒξš‹ξš•ξ˜ƒξš—ξš•ξš‡ξš†ξ˜ƒξš–ξš‘ξ˜ƒξšƒξšξšƒξšŽξš›ξšœξš‡ξ˜ƒξš™ξšŠξš‡ξš”ξš‡ξ˜ƒξš–ξšŠξš‡ξ˜ƒξšξš‘ξš†ξš‡ξšŽξ˜ƒξšŠξšƒξš•ξ˜ƒξš‘ξšξš‡ξ˜ƒ
ξš‹ξšξš†ξš‡ξš’ξš‡ξšξš†ξš‡ξšξš–ξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡ξ˜ƒξšƒξšξš†ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš†ξš‡ξš’ξš‡ξšξš†ξš‡ξšξš–ξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡ξŸ€ξ˜ƒξ˜†ξšƒξšξ˜ƒξš„ξš‡ξ˜ƒξšξš‡ξšƒξš•ξš—ξš”ξš‡ξš†ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξš–ξšŠξš‡ξ˜ƒξšˆξš‘ξš”ξšξš—ξšŽξšƒξŸ£ξ˜ƒ
𝐘 = 𝛂 + 𝛃𝐗
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 11, November 2024 2888
ξ˜—ξšƒξš„ξšŽξš‡ξ˜ƒξ₯΅ξŸ€ξ˜ƒξ˜–ξš‹ξšξš’ξšŽξš‡ξ˜ƒξ˜ξš‹ξšξš‡ξšƒξš”ξ˜ƒξ˜•ξš‡ξš‰ξš”ξš‡ξš•ξš•ξš‹ξš‘ξšξ˜ƒξ˜„ξšξšƒξšŽξš›ξš•ξš‹ξš•
ξ˜–ξš‘ξš—ξš”ξš…ξš‡ξŸ£ξ˜ƒξ˜‡ξšƒξš–ξšƒξ˜ƒξš’ξš”ξš‘ξš…ξš‡ξš•ξš•ξš‡ξš†ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξ˜–ξ˜“ξ˜–ξ˜–ξ˜ƒξ ‹ξ₯΄ξ₯²ξ₯΄ξ₯Άξ Œ
ξ˜…ξšƒξš•ξš‡ξš†ξ˜ƒξš‘ξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš‘ξš—ξš–ξš’ξš—ξš–ξ˜ƒξš†ξšƒξš–ξšƒξ˜ƒξš‘ξš„ξš–ξšƒξš‹ξšξš‡ξš†ξŸ‘ξ˜ƒξšƒξ˜ƒξš•ξš‹ξšξš’ξšŽξš‡ξ˜ƒξšŽξš‹ξšξš‡ξšƒξš”ξ˜ƒξš”ξš‡ξš‰ξš”ξš‡ξš•ξš•ξš‹ξš‘ξšξ˜ƒξš‡ξš“ξš—ξšƒξš–ξš‹ξš‘ξšξ˜ƒξšξš‘ξš†ξš‡ξšŽξ˜ƒξš…ξšƒξšξ˜ƒξš„ξš‡ξ˜ƒξšˆξš‘ξš”ξšξš—ξšŽξšƒξš–ξš‡ξš†ξ˜ƒ
ξšƒξš•ξ˜ƒξšˆξš‘ξšŽξšŽξš‘ξš™ξš•ξŸ£ξ˜ƒ
𝐘 = πŸ–, πŸ–πŸπŸ (𝛂) + 𝟎, πŸ‘πŸ”πŸ”(𝛃)𝐗
ξ˜—ξšŠξš‡ξ˜ƒξš”ξš‡ξš‰ξš”ξš‡ξš•ξš•ξš‹ξš‘ξšξ˜ƒξš”ξš‡ξš•ξš—ξšŽξš–ξš•ξ˜ƒξšˆξš‘ξš”ξ˜ƒξš–ξšŠξš‡ξ˜ƒξ˜…ξš”ξšƒξšξš†ξ˜ƒξ˜—ξš”ξš—ξš•ξš–ξ˜ƒξ ‹ξ˜›ξ Œξ˜ƒξš˜ξšƒξš”ξš‹ξšƒξš„ξšŽξš‡ξ˜ƒξšŠξšƒξš˜ξš‡ξ˜ƒξšƒξ˜ƒξš”ξš‡ξš‰ξš”ξš‡ξš•ξš•ξš‹ξš‘ξšξ˜ƒξš…ξš‘ξš‡ξšˆξ§ξš‹ξš…ξš‹ξš‡ξšξš–ξ˜ƒξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξ ‹Ξ²ξ Œξ˜ƒξš‘ξšˆξ˜ƒ
ξ₯²ξŸ€ξ₯΅ξ₯Έξ₯Έξ˜ƒ ξšƒξšξš†ξ˜ƒ Constanta ξ ‹Ξ±)ξ˜ƒ ξš‹ξš•ξ˜ƒ ξ₯ΊξŸ€ξ₯Ίξ₯΄ξ₯³ξŸ€ξ˜ƒ ξ˜Œξšˆξ˜ƒ ξ˜…ξš”ξšƒξšξš†ξ˜ƒ ξ˜—ξš”ξš—ξš•ξš–ξ˜ƒ ξ ‹ξ˜›ξ Œξ˜ƒ ξš‹ξšξš…ξš”ξš‡ξšƒξš•ξš‡ξš•ξŸ‘ξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξ˜“ξš—ξš”ξš…ξšŠξšƒξš•ξš‹ξšξš‰ξ˜ƒ ξ˜‡ξš‡ξš…ξš‹ξš•ξš‹ξš‘ξšξ˜ƒ ξ ‹ξ˜œξ Œξ˜ƒ ξš™ξš‹ξšŽξšŽξ˜ƒ
ξš‹ξšξš…ξš”ξš‡ξšƒξš•ξš‡ξ˜ƒξš„ξš›ξ˜ƒξ₯²ξŸ€ξ₯΅ξ₯Έξ₯ΈξŸ€ξ˜ƒξ˜šξšŠξš‹ξš…ξšŠξ˜ƒξšξš‡ξšƒξšξš•ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξ˜…ξš”ξšƒξšξš†ξ˜ƒξ˜—ξš”ξš—ξš•ξš–ξ˜ƒξšŠξšƒξš•ξ˜ƒξšƒξšξ˜ƒξš‹ξšξ§ξšŽξš—ξš‡ξšξš…ξš‡ξ˜ƒξš‘ξšξ˜ƒξ˜“ξš—ξš”ξš…ξšŠξšƒξš•ξš‹ξšξš‰ξ˜ƒξ˜‡ξš‡ξš…ξš‹ξš•ξš‹ξš‘ξšξš•ξŸ€ξ˜ƒ
ξ˜‹ξš›ξš’ξš‘ξš–ξšŠξš‡ξš•ξš‹ξš•ξ˜ƒξ˜—ξš‡ξš•ξš–ξ˜ƒξ˜ƒ
ξ˜—ξšŠξš‡ξš”ξš‡ξ˜ƒξšƒξš”ξš‡ξ˜ƒξš”ξš‡ξš•ξš—ξšŽξš–ξš•ξ˜ƒ ξš‘ξš„ξš–ξšƒξš‹ξšξš‡ξš†ξ˜ƒ ξšˆξš”ξš‘ξšξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξš–ξšƒξš„ξšŽξš‡ξŸ‘ξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξš•ξš‹ξš‰ξšξš‹ξ§ξš‹ξš…ξšƒξšξš…ξš‡ξ˜ƒ ξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξš‘ξšˆξ˜ƒ ξ˜…ξš”ξšƒξšξš†ξ˜ƒ ξ˜—ξš”ξš—ξš•ξš–ξ˜ƒ ξš‘ξšˆξ˜ƒ ξ₯²ξŸ€ξ₯²ξ₯²ξ₯²ξ˜ƒ ξš‹ξš•ξ˜ƒ
ξš•ξšξšƒξšŽξšŽξš‡ξš”ξ˜ƒξš–ξšŠξšƒξšξ˜ƒξš–ξšŠξš‡ξ˜ƒξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξš‘ξšˆξ˜ƒΞ±ξ˜ƒξ¦±ξ˜ƒξ₯²ξŸ‘ξ₯²ξ₯·ξŸ€ξ˜ƒξ˜„ξšξš†ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξš‘ξšˆξ˜ƒξš–ξ˜ƒξš…ξš‘ξš—ξšξš–ξ˜ƒξ ‹ξ₯»ξŸ€ξ₯³ξ₯΅ξ₯Έξ Œξ˜ƒξ¦΅ξ˜ƒξš–ξ˜ƒξš–ξšƒξš„ξšŽξš‡ξ˜ƒξ ‹ξ₯³ξŸ€ξ₯»ξ₯Ίξ₯·ξ ŒξŸ€ξ˜ƒξ˜Œξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξš•ξš‹ξš‰ξšξš‹ξ§ξš‹ξš…ξšƒξšξš…ξš‡ξ˜ƒ
ξš‹ξš•ξ˜ƒξš•ξšξšƒξšŽξšŽξš‡ξš”ξ˜ƒξš–ξšŠξšƒξšξ˜ƒξ₯²ξŸ€ξ₯²ξ₯·ξŸ‘ξ˜ƒξš‹ξš–ξ˜ƒξš…ξšƒξšξ˜ƒξš‹ξšξš†ξš‹ξš…ξšƒξš–ξš‡ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξ˜‹ξ₯³ξ˜ƒξš‹ξš•ξ˜ƒξšƒξš…ξš…ξš‡ξš’ξš–ξš‡ξš†ξ˜ƒξšƒξšξš†ξ˜ƒξ˜‹ξ₯²ξ˜ƒξš‹ξš•ξ˜ƒξš”ξš‡ξšŒξš‡ξš…ξš–ξš‡ξš†ξŸ€ξ˜ƒξ˜–ξš‘ξ˜ƒξš‹ξš–ξ˜ƒξš‹ξš•ξ˜ƒξš…ξš‘ξšξš…ξšŽξš—ξš†ξš‡ξš†ξ˜ƒξš–ξšŠξšƒξš–ξ˜ƒξ˜…ξš”ξšƒξšξš†ξ˜ƒ
ξ˜—ξš”ξš—ξš•ξš–ξ˜ƒξ ‹ξ˜›ξ Œξ˜ƒξšŠξšƒξš•ξ˜ƒξšƒξšξ˜ƒξš‡ξšˆξšˆξš‡ξš…ξš–ξ˜ƒξš‘ξšξ˜ƒξ˜“ξš—ξš”ξš…ξšŠξšƒξš•ξš‹ξšξš‰ξ˜ƒξ˜‡ξš‡ξš…ξš‹ξš•ξš‹ξš‘ξšξš•ξ˜ƒξ ‹ξ˜œξ ŒξŸ€
ξ˜†ξš‘ξš‡ξšˆξ§ξš‹ξš…ξš‹ξš‡ξšξš–ξ˜ƒξš‘ξšˆξ˜ƒξ˜‡ξš‡ξš–ξš‡ξš”ξšξš‹ξšξšƒξš–ξš‹ξš‘ξšξ˜ƒ
ξ˜—ξšƒξš„ξšŽξš‡ξ˜ƒξ₯ΆξŸ€ξ˜ƒξ˜†ξš‘ξš‡ξšˆξ§ξš‹ξš…ξš‹ξš‡ξšξš–ξ˜ƒξš‘ξšˆξ˜ƒξ˜‡ξš‡ξš–ξš‡ξš”ξšξš‹ξšξšƒξš–ξš‹ξš‘ξš
ξ˜ξš‘ξš†ξš‡ξšŽξ˜ƒξ˜–ξš—ξšξšξšƒξš”ξš›
ξ˜ξš‘ξš†ξš‡ξšŽ
ξ˜•
ξ˜•ξ˜ƒξ˜–ξš“ξš—ξšƒξš”ξš‡
ξ˜„ξš†ξšŒξš—ξš•ξš–ξš‡ξš†ξ˜ƒξ˜•ξ˜ƒξ˜–ξš“ξš—ξšƒξš”ξš‡
ξ˜–ξš–ξš†ξŸ€ξ˜ƒξ˜ˆξš”ξš”ξš‘ξš”ξ˜ƒξš‘ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξ˜ˆξš•ξš–ξš‹ξšξšƒξš–ξš‡
ξ₯³
ξ₯Έξ₯Ήξ₯Ί
ξšƒ
ξ₯Άξ₯Έξ₯²
ξ₯Άξ₯·ξ₯Ά
ξ₯΄ξŸ‘ξ₯·ξ₯»ξ₯²
ξ˜–ξš‘ξš—ξš”ξš…ξš‡ξŸ£ξ˜ƒξ˜‡ξšƒξš–ξšƒξ˜ƒξš’ξš”ξš‘ξš…ξš‡ξš•ξš•ξš‡ξš†ξ˜ƒξš—ξš•ξš‹ξšξš‰ξ˜ƒξ˜–ξ˜“ξ˜–ξ˜–ξ˜ƒξ ‹ξ₯΄ξ₯²ξ₯΄ξ₯Άξ Œ
ξ˜—ξšŠξš‡ξ˜ƒξš–ξšƒξš„ξšŽξš‡ξ˜ƒξ₯Άξ˜ƒξšƒξš„ξš‘ξš˜ξš‡ξ˜ƒξš‡ξššξš’ξšŽξšƒξš‹ξšξš•ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš…ξš‘ξš”ξš”ξš‡ξšŽξšƒξš–ξš‹ξš‘ξšξ˜ƒξš˜ξšƒξšŽξš—ξš‡ξ˜ƒξš‘ξšˆξ˜ƒξ₯²ξŸ€ξ₯Έξ₯Ήξ₯Ίξ˜ƒξšƒξšξš†ξ˜ƒξš–ξšŠξš‡ξ˜ƒξš…ξš‘ξš‡ξšˆξ§ξš‹ξš…ξš‹ξš‡ξšξš–ξ˜ƒξš‘ξšˆξ˜ƒξš†ξš‡ξš–ξš‡ξš”ξšξš‹ξšξšƒξš–ξš‹ξš‘ξšξ˜ƒ
ξ ‹ξ˜•ξ˜ƒ ξ˜–ξš“ξš—ξšƒξš”ξš‡ξ Œξ˜ƒ ξš‘ξšˆξ˜ƒ ξ₯Άξ₯Έξ¦¨ξŸ‘ξ˜ƒ ξš™ξšŠξš‹ξš…ξšŠξ˜ƒ ξšξš‡ξšƒξšξš•ξ˜ƒ ξš–ξšŠξšƒξš–ξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ ξš‹ξšξ§ξšŽξš—ξš‡ξšξš…ξš‡ξ˜ƒ ξš‘ξšˆξ˜ƒ ξ˜…ξš”ξšƒξšξš†ξ˜ƒ ξ˜—ξš”ξš—ξš•ξš–ξ˜ƒ ξ ‹ξ˜Œξšξš†ξš‡ξš’ξš‡ξšξš†ξš‡ξšξš–ξ Œξ˜ƒ ξšƒξšˆξšˆξš‡ξš…ξš–ξš•ξ˜ƒ ξš–ξšŠξš‡ξ˜ƒ
ξ˜“ξš—ξš”ξš…ξšŠξšƒξš•ξš‹ξšξš‰ξ˜ƒξ˜‡ξš‡ξš…ξš‹ξš•ξš‹ξš‘ξšξ˜ƒξ ‹ξš†ξš‡ξš’ξš‡ξšξš†ξš‡ξšξš–ξ Œξ˜ƒξš„ξš›ξ˜ƒξ₯Άξ₯Έξ¦¨ξ˜ƒξš™ξšŠξš‹ξšŽξš‡ξ˜ƒξ₯·ξ₯Άξ¦¨ξ˜ƒξš‘ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξ˜“ξš—ξš”ξš…ξšŠξšƒξš•ξš‹ξšξš‰ξ˜ƒξ˜‡ξš‡ξš…ξš‹ξš•ξš‹ξš‘ξšξ˜ƒξš‹ξš•ξ˜ƒξš‹ξšξ§ξšŽξš—ξš‡ξšξš…ξš‡ξš†ξ˜ƒξš„ξš›ξ˜ƒξš‘ξš–ξšŠξš‡ξš”ξ˜ƒ
ξšˆξšƒξš…ξš–ξš‘ξš”ξš•ξ˜ƒξš‘ξš—ξš–ξš•ξš‹ξš†ξš‡ξ˜ƒξš‘ξšˆξ˜ƒξš–ξšŠξš‡ξ˜ƒξš•ξš–ξš—ξš†ξš›ξŸ€ξ˜ƒ
Conclusion
Based on the results of the discussion, it shows that the independent variable (Brand Trust) has
a significant influence on the dependent variable (Purchase Decision) with a t value> t table and a
significance value <0.05. This proves that brand trust has an influence on consumer perceptions to
decide to buy at Kopi Kenangan Batam.
The findings of this study confirm that brand trust significantly impacts purchasing decisions
at Kopi Kenangan Batam. To capitalize on this, coffee business actors should consistently deliver high-
quality products and services, ensuring transparency in sourcing and leveraging certifications like the
ξ˜†ξš‘ξš‡ξšˆξ§ξš‹ξš…ξš‹ξš‡ξšξš–ξš•
ξšƒ
ξ˜ξš‘ξš†ξš‡ξšŽ
ξ˜˜ξšξš•ξš–ξšƒξšξš†ξšƒξš”ξš†ξš‹ξšœξš‡ξš†ξ˜ƒξ˜†ξš‘ξš‡ξšˆξ§ξš‹ξš…ξš‹ξš‡ξšξš–ξš•
ξ˜–ξš–ξšƒξšξš†ξšƒξš”ξš†ξš‹ξšœξš‡ξš†ξ˜ƒ
ξ˜†ξš‘ξš‡ξšˆξ§ξš‹ξš…ξš‹ξš‡ξšξš–ξš•
ξš–
ξ˜–ξš‹ξš‰ξŸ€
ξ˜…
ξ˜–ξš–ξš†ξŸ€ξ˜ƒξ˜ˆξš”ξš”ξš‘ξš”
ξ˜…ξš‡ξš–ξšƒ
ξ₯³
ξ ‹ξ˜†ξš‘ξšξš•ξš–ξšƒξšξš–ξ Œ
ξ₯ΊξŸ‘ξ₯Ίξ₯΄ξ₯³
ξ₯΄ξŸ‘ξ₯Ήξ₯Ήξ₯Ή
ξ₯΅ξŸ‘ξ₯³ξ₯Ήξ₯Ή
ξ₯²ξ₯²ξ₯΄
ξ˜…ξš”ξšƒξšξš†ξ˜ƒξ˜—ξš”ξš—ξš•ξš–ξ˜ƒξ ‹ξ˜›ξ Œ
ξ₯΅ξ₯Έξ₯Έ
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e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 11, November 2024 2889
Halal Assurance System to build trust. Optimizing digital platforms for seamless online ordering and
offering personalized promotions can further enhance consumer loyalty. Differentiating brand
identity through unique offerings, such as signature drinks and collaborations, alongside engaging in
localized marketing strategies, can strengthen connections with regional consumers.
For further research, studies could expand to explore brand trust in different regions or
countries, providing a comparative perspective. Longitudinal research could offer insights into the
evolution of brand trust and its long-term effects on consumer loyalty. Additionally, examining
variables like brand love, consumer satisfaction, and social media engagement, or analyzing
competitor strategies, could provide a deeper understanding of purchasing behaviors in competitive
markets. Implementing these strategies will benefit businesses while contributing to the broader
academic discourse on consumer behavior in the coffee industry.
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