SKRIPSI: Pengaruh Citra Merek terhadap Keputusan Pembelian Produk Starcroos dengan Kepercayaan sebagai Variabel Mediasi

MUFADILLAH, M. Yaldi (2025) SKRIPSI: Pengaruh Citra Merek terhadap Keputusan Pembelian Produk Starcroos dengan Kepercayaan sebagai Variabel Mediasi. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the influence of brand image on Starcross product purchasing decisions, with trust as a mediating variable. The population in this study were Starcross product consumers in the Special Region of Yogyakarta, using a non-probability sampling technique with 100 respondents. Data collection was conducted using a questionnaire, and multiple linear regression was used as the analysis technique using SPSS software. The results showed that brand image positively influences customer trust in Starcross product users in Yogyakarta Special Region. This means that a stronger brand image increases customer trust, thus H1 is accepted. Brand image positively influences customer loyalty in Starcross product users in Yogyakarta Special Region. This means that a stronger brand image increases purchase decisions, thus H2 is accepted. Customer trust influences the purchase decisions of Starcross product users in Yogyakarta Special Region. This means that a higher customer trust increases purchase decisions, thus H3 is accepted. Customer trust mediates the relationship between brand image and Starcross product purchasing decisions in Yogyakarta Special Region, thus H4 is accepted.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: STIM YKPN Yogyakarta > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 11 Dec 2025 06:52
Last Modified: 11 Dec 2025 06:52
URI: http://repository.stimykpn.ac.id/id/eprint/676

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