Pengaruh Brand Image dan Brand Trust Terhadap Keputusan Pembelian Makanan Menggunakan Jasa ShopeeFood

Abstract

This study aims to determine the influence of Brand Image and Brand Trust on food purchasing decisions using ShopeeFood services. The data used in this study are primary data. Primary data is data obtained first hand by researchers. The data collection method used is a questionnaire. The population in this study were ShopeeFood service users. The sample in this study was non-probability sampling with apurposive sampling technique with certain criteria including having used ShopeeFood at least 5 times in the last 3 months, being at least 18 years old and domiciled in the city of Bandar Lampung. The number of samples in this study was 100 respondents taken using the Slovin formula. Data analysis in this study used Multiple Linear Regression Analysis.